‘Turbo Charged’ Marketing Plans

Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron Sharp [...]

I first posted on Innocent’s Big Knit campaign 16 years ago, back in 2007. People are invited to knit small hats which then go on top of Innocent smoothie bottles. 25p from each bottle sold [...]

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 [...]

Times are tough as we enter 2023, with The Bank of England warning of the longest recession since the 1930s. It seems a good time to re-visit and refresh the recommendations of our very first [...]

This year’s brandgym research project looked at the annual marketing planning process (sometimes called ‘brand planning’) and how to make it more effective. First, we wanted to [...]

I came across a brilliant way of using promotional gifts to build your brand on a recent trip up North to see my mum and dad. At breakfast, my mum put out a couple of cereal bowls on the table [...]

Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron Sharp [...]

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven ‘workouts’ from our brandgym Academy Mastering Brand Growth Program. I also [...]

Burger King are famous for pushing creative boundaries, winning 94 Cannes Lions in the past four years, including four Grand Prix awards. But key to Burger King’s success has been focusing this [...]

Just Eat, the take-away food delivery group, has grown strongly during our crazy Covid times: 2020 first half revenues of $1.2 billion were up +44% vs. year ago (1). The UK Marketing Director, [...]