Brand Vision, Positioning & Purpose

The Tango brand of soft drink is going back to the product roots that made it famous, according to an article in Marketing Week I read this week (1). Tango had previously fallen into the trap of [...]

Brand purpose came up in conversation this week with a global brand team. The CEO was concerned that work done to date by the brand team and their agency risked “laddering up” too high. He felt [...]

I’ve often thought of brand strategy as being a process of blending different insights and ideas. And so I was excited to read a new book on this topic called Assemblage (1), kindly sent to [...]

Getting your bike repaired is not the most fun activity. However, recently repairing my own bike did provide inspiration on defining and delivering a distinctive brand personality. The [...]

An email from Sunspel, one of my favourite fashion brands, grabbed my attention today. Sunspel is a great example of rejuvenation, telling stories about its heritage whilst being up to date, not [...]

Recent massive media coverage prompted by Shakira’s latest hit song, BZRP Music Session #53, presented some interesting learning about ‘influencer advocacy‘. This involves a [...]

How to revitalise a brand which is iconic but has somehow lost its way and is suffering as a result? This was the challenge the BN brand of biscuits faced, when we started working with the team [...]

Linked In this week was full of marketers applauding Patagonia for handing the company to a trust tackling climate change. The Chouinard family has split its shareholding between two new [...]

This week I’m glued to Prep to Win, a new Amazon Prime series. This ‘fly on the wall’ sports documentary follows Harlequins, the rugby team I’ve supported for 15 years. [...]

Post by guest brandgym blog contributor Jessica Taylor, sharing real-life insights from her recent experience working as a stylist in Jo Malone’s flagship store on Regent Street, London. Jo [...]