BRAND STRATEGY EXPERT ARTICLES 

In 2011, Patagonia ran an ad with the message  Don’t Buy This Jacket . More than a bold statement, it challenged consumerism—urging...

Kantar, the international market research company, recently conducted the largest brand research project* ever undertaken and concluded...

IF YOU CAN'T DEFINE YOUR BRAND'S VALUE, NEITHER CAN YOUR CUSTOMERS. AND IF YOUR BRAND ISN'T SEEN AS VALUABLE, IT BECOMES INVISIBLE. The...

KFC: Kitchen Fresh Chicken? More of that later. Let’s start with electric cars. Very Clever. As a Brand Strategist I love the Chinese...

Mark is, without doubt, my most exciting and derring-do client!   World Extreme Medicine is a global network delivering world-leading...

Hmmm, where does this go? I think of the process of defining a point for a brand is a little like exploring a city. The only way to know...

“What’s the name all about, Jeff?” I was having coffee with Jeff Moore, the co-founder of Just Us!, a coffee company based in Canada. It...

Many of us don’t have a clear and concise idea about what our businesses stand for, and how to consistently communicate what we do to our...

“What do you do Bruce?” “I’m a Brand Strategist”. “How interesting!” Pause , “ But what do you actually do?” And so it goes. Brand...

To share is to Banoush. I love the scene in a Seinfeld episode where George Costanza is grazing at a buffet table under the beady and as...

Hmmm, where does this go? I think of the process of defining a point for a brand is a little like exploring a city. The only way to know...

Weaving the brand into the fabric of retail Blue Yonder specialises in delivering pricing and replenishment solutions to the retail...

It’s all about the soil, darling So, I asked, “what exactly is biodynamic agriculture?” “It’s about harvesting and planting at the right...

Reigniting the Champion After an hour, I had gone through the findings from all my interviews, captured the results of the workshop and...

A phrase that may well have been broadcast from the back seats over the summer holidays! And it’s a great reminder of the need to be...