Brand stretching based on deep insight: TENA black

Post by Bety Martinez, Brandgym partner based in Mexico CityWhen looking for inspiring cases for a project on brand stretching, I was intrigued by the launch of disposable black underwear by the [...]

Share of Search: A New Way to Predict Market Share

Share of search on Google could be a cost effective and timely way of measuring brand health, according to a presentation by Les Binet, Adam&eveDDB’s Head of Effectiveness, at Effworks [...]

How Just Eat Keeps Delivering Growth

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, [...]

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 [...]

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