Brand strategy

A considered view of how brands are approaching the future of their relationships with customers.

Brand strategy

Building brand meaning

The five dimensions of brand building.

Brand strategy

NOMU Pink Milk is a local innovation all South African children are happy to support

It might just be Pink Milk, but buying it is a vote for South Africa.

Brand strategy

ASICS are now in the mental health business

Brian Cox laments the dangers of desks.

Brand strategy

J.CREW bring back the catalogue

The new demand for old physical media is strong.

Brand strategy

Nike isn't for everyone

How well do you align with a psychopath?

Brand strategy

A quick look at the Porsche 2030 strategy

Porsche's dreamy aspiration for the future looks like a winner.

Brand strategy

How did Abercrombie & Fitch make a comeback?

For brands that are able to think for themselves, there is ample opportunity to serve customers that would truly appreciate the attention.

Brand strategy

How to build a cool brand

Should brands be aiming to be cool?

Brand strategy

It's being called Creative Commerce

Never forget that shoppers are people - and people are emotional beings.

Members only

Brand strategy

How to build a laundry detergent brand

UK laundry detergent brand Persil have taken an approach that creatively works very well.

Brand strategy

How do you pronounce LOEWE?

Honestly...do you actually know?

Brand strategy

Robert Downey Jr. starts a coffee brand

Happy takes advantage of the mental wellness movement to sell to those who are looking for a lift without the need for rehab.

Brand strategy

Red Bull creates the world's fastest drone

Red Bull is still giving things and ideas..wings

Brand strategy

The Heinz tattoo

Is your visual identity strong enough to be a tattoo people want?

Brand strategy

Bud Light goes back to full-mucho

The iconic, disgraced beer brand passes the ball to Peyton Manning.

Brand strategy

Only losers build small brands

Build a growing brand or face the inevitability of your death.

Articles

'In it, to win it'

The idea is to reserve an availability for the brand that positivity impacts its overall popularity and performance.

Brand strategy

Should Woolworths kill the Absolute Pets brand?

The big South African retailer now owns the majority of the pet care market leader, but whereto from here?

Brand strategy

Chip Wilson vs. Lululemon - how should this brand grow?

Chip Wilson think Lululemon are going off-brand; does he have a point?

Case studies

Fishwife | beautifully-tinned fish

What if...tinned fish was positioned as a luxury product, yet sold at an affordable price?

Brand strategy

Blank Street | Instagram's favourite coffee shop

How did Blank Street Coffee become such a runaway success story?

Brand strategy

Getting to your brand kernel in 2024

Make the start of 2024 the time to lock in a clear definition of your brand kernel.

Brand strategy

Influencer megabrands

Influencers (kids with a camera) are making established brands looks like marketing noobs.

Marketing strategy

An iconic yellow bag drives JD Sports' Christmas forward

A simple yellow bag is all that's needed to turn this edgy film, into an effective piece of branded communication.

Brand strategy

Trevor Noah answers your questions about South Africa

Trevor Noah is the new face of SA tourism.