Brand strategy

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

Brand strategy

Building brand icons

Building brand icons is like growing a rainforest from scratch.

Brand strategy

This is how Chanel sells handbags

A masterclass in cultural influencing.

Brand strategy

People care less about brands

Normal people pay very little attention to brands at all and most are not consciously loyal to any one brand in a category.

Brand strategy

How marketing lost its bite and what marketers can do about it

Marketing's successful future lies in marketing professionals having a truly holistic approach.

Brand strategy

Red Bull gives you...?

Great brands stay consistent and true to themselves.

Brand strategy

How they made LOVE

OK Go have created a new outstanding video.

Brand strategy

Tesla brand damage? Tsek!

Nobody drives a Volkswagen and worries that the brand was originally founded by the Nazis in 1934.

Brand strategy

How Oatly ourperformed thanks to a commitment to brand-led business transformation

The secret? Relentlessly sweat whatever opportunity you are given.

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?