Brand purpose for business growth: ellaOne

Post by David Nichols, Group Managing Partner and Head of Brand-led Innovation Many companies we talk to today are interested in brand purpose. The challenge is to ensure that any brand purpose [...]

The power of simply asking “WHY?”

Post by Anne Charbonneau, Managing Partner based in Amsterdam Asking questions and being a good listener is key to ‘getting under the skin’ of brand and business issues and unlocking learning. [...]

8 consumer intimacy methods for a connected world

Getting close to consumers to build ‘consumer intimacy‘ has always been a priority for marketers. And, if anything, this is becoming more important in today’s world where attitudes [...]

We Transfer: to grow the core, less is more

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 [...]

Quality in-store activation from Quality Street

Sometimes the simplest brand ideas are the best. In particular, ideas don’t always have to rely on product innovation, they can be based on marketing innovation, as Quality Street* recently [...]

The “3 Fs”: How fame, fluency and feeling drive brand growth

Fame, fluency and feeling are the three key drivers of brand growth, according to extensive research shared with us by one of our insight agency partners, System 1, at our global brandgym Partner [...]

Snickers ‘You’re not you when you’re hungry’: the best global campaign ever?

Research for a recent project highlighted what is perhaps the best global marketing campaign ever: ’You’re not you when you’re hungry’, by Snickers. We tipped the campaign for the top [...]

Targeting ‘Millennials’ is nonsense: it’s a life-stage, not a segment

‘Millennials’ is one of the most over-used and mis-used buzzwords in marketing today. The term is often used to mistakenly portray people aged c. 25-34 as a homogeneous segment in [...]

Jack Daniel’s taps into ‘a triangle of truth’

Reading a Jack Daniel’s poster (see below) while waiting for a London Underground train today got me thinking about what an enduring and iconic campaign the brand has. It’s a great [...]

Timberland taps into a cultural truth to reboot its brand

I came across an interesting article in The Washington Post about how Timberland has mined customer data to help "reboot" the brand, here. The relaunch was promoted by revenue [...]

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