Brand Vision, Positioning & Purpose

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big [...]

Post by David Nichols, Group Managing Partner and Head of Brand-led Innovation Many companies we talk to today are interested in brand purpose. The challenge is to ensure that any brand purpose [...]

Is Gillette’s new ‘brand purpose’ film, We Believe, “The worst marketing move of the whole year,” as Mark Ritson suggests (1), or an inspired bit of [...]

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne’s timely cartoon reminds us of the risks of becoming [...]

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, [...]

Royal Enfield (RE) is a great example of a company successfully addressing one of the biggest challenges in marketing: rejuvenating a brand in trouble. Back in 2000, the Indian-based RE motorbike [...]

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers [...]

Research for a recent project highlighted what is perhaps the best global marketing campaign ever: ’You’re not you when you’re hungry’, by Snickers. We tipped the campaign for the top [...]

As we approach the end of the year, its time to look back and do a quick review of 2017. We’ve done another 100 blog posts this year, posting every week, like we have since the blog started back [...]

In this third post inspired by our new book, the brandgym: A Practical Workout to Grow Your Brand in a Digital Age, we look at how to use brand purpose to sell more stuff, using Airbnb as an [...]