Distinctive products & services

Post by Prasad Narasimhan, Managing Partner based in Bangalore. India throbs to the beat of a million start-ups and CureFit is one of the most exciting, making big waves in the world of fitness, [...]

Post by David Nichols, Group Managing Partner and Head of Invention I recently read a great article in Inc. magazine about big US retailer Best Buy and its comeback from the brink in 2012 (1). [...]

During dinner at the restaurant Harnett & Holder I saw a brilliant example of what I call ‘B2B2C’ branding: building a brand with business customers to in turn promote the brand to consumers. [...]

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 [...]

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built insurance [...]

Mark Ritson added fuel to the fire of debate about distinctiveness versus differentiation in a recent column (1). “There is a worrying trend to favour distinctiveness over [...]

A reminder of how overcrowded ‘the brand extension graveyard’ is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1) with [...]

We Transfer’s co-founder and President Damian Bradfield explained in a recent Times article (1) how he and his team have built a successful brand by focusing on being brilliant at ONE [...]

Using a Technogym machine at the gym today got me thinking about what a good job this company have done in building a true  business-to-business brand, especially given the competitive market [...]

Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally savvy [...]