By Category

Federer and Uniqlo, an unlikely new brand partnership?

Things were remarkably different at Wimbledon last week when Roger Federer stepped onto centre court for his first appearance of the tournament, surprising us all by wearing new sponsor Uniqlo. Swapping his signature RF brandmark and ‘swoosh’ for the Uniqlo red squares in a lucrative…

Read more »

Milk brands need genuine brand differentiation to survive

Time for Lion Group to step up. It’s milk brands, including PURA and Dairy Farmers are suffering from no real brand differentiation and now they are fighting a legal as well as marketing battle. For decades, full cream milk has been just been milk. The…

Read more »

Uluwatu creates an authentic brand connection from factory to consumer

Uluwatu heroes who and how their products are made for real brand benefit. Lately there has been much discourse about where and how products are made. Price is always a major purchasing driver but more and more consumers are seeking more transparency and a true…

Read more »