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 [...]

How to pivot your brand to save your business

I love reading about small brands ‘pivoting’ to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom [...]

The nonsense of NASA’s logo changes

Post by Bety Martinez, Partner based in Mexico City. NASA successfully launched two astronauts to the International Space Station in SpaceX’s Falcon 9 capsule on May 30th. However, NASA [...]

How has media consumption changed by generation?

I recently came across an interesting graphic illustrating increases in media consumption by lifestage during this period of pandemic-induced social isolation (1), using a Global Web Index study [...]

Embracing virtual working to keep brands fit: 13th Annual Research Paper

Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the [...]

Category ‘switches’ during the Covid crisis: which are most satisfying?

“Which categories are more likely to ‘snap back’ to normal post-Covid?” is a question we posed last week, in a post looking at the impact of the Covid crisis on consumer [...]

Will Covid-19 change everything or nothing for brands?

Predicting the long term implications of Covid-19 for brands is the hottest topic in marketing today. Most predict radical and permanent changes. “The emergence of a new behavioural group is [...]

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 [...]

Big brands need to ‘think young’ to fight the insurgents

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Big brands are trying to fight back against a rapidly growing tribe of insurgent brands [...]

Using rapid insight to ignite innovation

A recent FT article highlighted how big consumer goods companies are harnessing rapid, digitally-enabled insight to reignite growth, following years of sluggish sales (1). Revenues at the top 30 [...]

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