Brand strategy

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

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.

Brand strategy

Luxury running

The collaboration brings together style and innovation - 'the runway' and 'running'.

Brand strategy

How the Springboks became a great brand

Why Rassie and Jacques' greatest strategic move has very little to do with the game of rugby.

Brand strategy

PALACE teams up with WEDGWOOD to make something utterly different

This is what happens when a streetwear brand teams up with their grannies.

Brand strategy

Nando's #PullTheStickOut

Nando's ad work because of one very obvious, very contextually relevent element in their approach.

Brand strategy

BBC Earth has a new logo

The British Broadcasting Corporation is home to one of the most successful TV brands in history; here's how it's getting refreshed for a new era.

Brand strategy

Warburtons shows how to create a brand from a commodity

Warburtons gets Samual L Jackson to explain to customers what makes their bread unique

Members only

Brand strategy

Why The House of Machines is the home of holistic marketing wizardry

Why a Cape Town lifestyle brand is a leading light in the art and science of holistic brand management.

Brand strategy

Porsche sneakers and the benefits of brand birthdays

Milestone birthdays are becoming a hotbed of creative execution for brands.

L’Occitane Hotel - a pop-up concept that draws from Borderless

Refusing to conform to the status quo of beauty marketing, L'Occitane took a new path into their future.