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KFC brand adjusts for Coronavirus

Time for a brand strategy re-calibration. If I read one more coronavirus article stating how we’re all going to need to adjust to the new normal I’ll punch myself in the face. But like it or loath it, for brands of every shape and size…

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Leading CMOs prioritise Brand Strategy in the pandemic

Recent survey finds that more than a third of marketers see brand strategy as most important amid uncertain times. The Annual CMO Spend Survey 2020-2021 research provides detailed insight into how top marketers are adjusting their budget and marketing investment plans due to Covid-19. Amongst…

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Branding Lost In Translation

IKEA prove that even the branding experts occasionally stuff-up. They say to err is human, and the branding folks at IKEA Bahrain have given us a refreshing reminder of how true that really is. IKEA as a global brand has a reputation for being well…

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Nike’s Bold Anti-Racism Stance Proves Problematic

A timely lesson for brands with a social conscience. Global sportswear brand, Nike recently took a public stance to condemn racism, seeking to tap into the social tinderbox inflaming North America and spreading around the world. Adapting their iconic tagline, Nike created a campaign around;…

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ESPN Jordan Ad reminds us of the power of lateral thinking.

When was the last time your brand thinking came from left field? The say; ‘Necessity is the mother of all invention’, and for many brands things have never been more ‘necessary’ than they are now. Budgets are tight, consumer behavior is shifting, the world is…

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Heinz Ketchup Puzzle – brilliant brand relevance

Branding Inspiration from Big Red. As so many people around the world become stir-crazy from self isolation, Heinz has come-up with with an inspired brand gesture. The Heinz Ketchup Puzzle has 570 pieces, each the exact same colour of Heinz’s tomato sauce. Heinz is giving…

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A Brand Chat with Geoff Quinlan, Racing Queensland CCO.

The one thing I’ve learned about branding is… be absolutely clear about your purpose. Over the years we’ve had the opportunity to work with a whole host of inspiring business founders and leaders. A learning for me was regardless of some similarities, they each had…

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The 6 steps to managing your brand through coronavirus-19.

Now is not the time for your brand to batten down the hatches. For any brand born since the Great Depression, the current global pandemic is creating an environment of challenges and chaos never seen before. The extent, speed and impact of these changes have…

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The Future of Retail Branding for 2020 & Beyond

The changing face of consumer behavior raises a red flag for retail brands. When I think back even just a decade ago, the demands of retail customers were not so different from the decades before. Essentially most retailers could add a functional web site and…

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Doritos ‘No Logo’ ad misses the point.

Doritos Clever Thinking Only Outsmarts Themselves. Doritos is set to launch an ‘anti-ad’ campaign to appeal to Gen Z, who is research tells us are averse to traditional advertising tactics. The snack food brand plans to ditch its logo, replacing it with a recognizable triangle…

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Why heuristic bias is bad for your brand

A highbrow challenge for brands of every description. As defined by Wikipedia; A heuristic technique is any approach to problem solving or self-discovery that employs a practical method, not guaranteed to be optimal, perfect, or rational, but instead sufficient for reaching an immediate goal. When…

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French’s Mustard reminds us of the power of crazy.

When it comes to branding, standing out is tougher than it ever has been. Compared to a decade ago, there are many more brands doing more things to differentiate and stand out in the market. The challenge for brand managers, owners and marketers is to…

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