Brand strategy

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

Brand strategy

The role South African brands could play in the future of the country

Whether we admit it or not, South Africa is very capable of building some world-beating brands.

Brand strategy

What on earth has happened to Nando's?

The brand has gone from #4 to...?

Brand strategy

What to take from Zildjian's 400-year old strategy

They do just one thing and they dedicate themselves to doing it the best.

Brand strategy

Launch at Saunders' Rock Beach

For quintessential Cape Town promotional launches it's also becoming a go-to destination for brands that want to be seen as being cool without coming across as too out-of-reach.

Brand strategy

The economics of brand building separates good marketers from chumps

How to avoid the trap of commodification and enter the magic realm of margin.

Brand strategy

It's been 40 years since the New Coke scandal

There are still valuable strategy lessons to be learned from Coke's biggest blunder.

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.

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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?