Do we need to lose an obsession with change?
Are marketers too focused on what is changing in the world? Yes, according to a fascinating post by BBH-Labs entitled ‘Charts that Don’t Change: In Praise of Dull Data.’ [...]
How Frontline experience can forge fresh insight
In an earlier post here I suggested that getting out of your office is a great way to get insight. I looked at examples of leaders from Tesco, Timpsons and Deliveroo who spent time out on the [...]
2021 in review: our most popular posts (Part 2)
This is the second post looking at monthly highlights from our 52 weekly blog posts, based on the number of Linked In views. In this final post we look at the second half of 2021. JULY: MAKING [...]
By David Taylor
In Brand rejuvenation, Consumer Insight, Grow Your Core Business, Innovation to Stretch into New Markets
Posted Relentless revitalisation pays off for Pets at Home
I’m pleased to see that positive predictions about Pets at Home in this post two years ago proved to be accurate. Pre-tax profits rose +81% to £71 million in the 28 weeks to October, 2021 [...]
By David Taylor
Posted Making brands truly consumer-centric: perspectives from a disabled marketeer
Post by Bety Martinez, our brilliant brandgym Partner based in Mexico City. This week, I was moved by a report from Interbrand on “The pursuit of the barrier-free brand experience” (1). It is a [...]
Bumble’s CEO shares secrets of successful brand building
On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of ‘female-first’ dating app Bumble, talking about her secrets of success in GQ (1). And [...]
Fresh consistency in action with Extra gum
The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. “The film is set in a world not too [...]
Going to Extremes – how Nike found their latest innovation
Post by David Nichols, Group Managing Partner and Head of Invention. Nike is an $35bn behemoth global iconic brand that has stayed at the top of a hugely competitive market and at the front of [...]
By David Taylor
In 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training
Posted 7 brand building steps that doubled Peloton’s business
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 [...]
By David Taylor
Posted Brand stretching based on deep insight: TENA black
Post by Bety Martinez, Brandgym partner based in Mexico CityWhen looking for cases for a brand stretching project, TENA’s launch of disposable black underwear grabbed my attention. This [...]