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Patagonia continues to differentiate by living their brand beliefs

While most brands were trying to compete with the biggest discounts to standout over the Black Friday weekend, Patagonia continued to use its brand to guide true differentiation. Black Friday, Cyber Monday combine to be one biggest consumer shopping events of the year and it’s…

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The Body Shop strengthens their eco credentials with new brand belief

‘Enrich not exploit’ becomes new brand belief for The Body Shop After 40 years, The Body Shop is seeking to reaffirm its position as a leader in ethical business with a new commitment to its audiences. The Body Shop founder Anita Roddick has always wanted…

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Etsy prepares to test its belief system with IPO

If global craft market Etsy goes public this year it will be an interesting test to see how the brand can balance their explicit social mission with shareholder revenue expectations. Founded in 2005, Etsy, is like the handmade and craft version of Ebay. It’s an…

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JetBlue gets minted at the expense of their brand promise

JetBlue is breaking from its long-held brand belief that ‘all customers should be treated equally’ by launching their new ‘Mint’ class. In what could be a potentially risky move, JetBlue have admitted that the lure of more profitable travellers is just too good to knock…

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