Why stupid ideas are important for innovation: Cadbury’s Darkmilk

Post by David Nichols, Group Managing Partner and Head of Innovation. Watching Cadbury’s advert for their new Darkmilk chocolate reminded me of an innovation worksop I ran for the brand 15 year [...]

10 lessons from Gymshark’s billion dollar brand building

There’s lots to learn from the growth of fitness brand Gymshark, covering everything from product design to consumer insight and media channel innovation. The company has come a long way [...]

‘Bake the brand’ into EVERYTHING you do like Orlebar Brown

The hallway of the Taylor residence has taken on the look of a post office sorting room during lockdown, with piles of packages arriving or being re-packed up ready for return. Most of the online [...]

Bó bank is no bank: the risks of new brand launches

High street banking group RBS’s closure of its new digital bank Bó shows the risks of launching new brands to compete with smaller ‘insurgent’ brands. In this case, RBS was [...]

Creating ‘signature services’ in a socially distanced world

Post by Remona Duquesne, Managing Partner based in Singapore. Brand experience plays a significant role in successful brand-led businesses, particularly in service sectors like travel, [...]

Pepsico Future Brands: innovation quality@speed

There were some interesting inside tips on creating quality innovation@speed in a recent interview with Karen Scott, head of PepsiCo Europe’s Future Brands division (1). Speeding up innovation is [...]

Alila hotels: bottling the magic of a truly distinctive service brand

Post by Remona Duquense, Managing Partner for South East Asia. Luxury boutique hospitality business Alila is one my favourite examples of a distinctive service brand. And I was lucky enough to [...]

A royal rebranding: tips for Harry and Meghan

Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming. The Duke and Duchess of Sussex (Prince Harry and Meghan Markle) are about to start a rebranding process, as they can [...]

Bringing brand experience to life

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Today’s social world raises the bar for brands The best brands today recognize the need to [...]

Magnum Pleasure Store: refreshing a powerful brand property

The Magnum Pleasure Store is a rare example of a marketing program that a brand has successfully stuck with for the long term. The pop-up stores have been set up in major European cities each [...]