BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?
Post by Prasad Narasimhan, Managing Partner for South East Asia, based in Bangalore. Brand communities are not new. The Harley Owners Group (HOG), for example, is the stuff of legend. Yet, iconic [...]
Post by Prasad Narasimhan, Managing Partner for South East Asia, based in Bangalore. Brand communities are not new. The Harley Owners Group (HOG), for example, is the stuff of legend. Yet, iconic [...]
Which marketing capability is the most important to work on in 2024 as you think about your marketing training priorities? Marketing Directors were asked this question in a survey by Gartner (1). [...]
Post by our new brandgym partner in New York, Charlotte White. Newly arrived in the US, the first place my kids wanted to visit was not the bright lights of New York City, but a grocery store in [...]
“Give your work a genuine purpose” was the attention grabbing headline in a Times article I read this week (1). “Before the pandemic, ‘purpose’ was voted as the [...]
The world of marketing has changed dramatically in recent years. But brand positioning is still key for effective marketing according to 91% of marketing directors in our brandgym research. [...]
Post by David Nichols, Group Managing Partner, Head of Invention (and secret Sondheim fanatic). I got some unexpected inspiration on brand rejuvenation during a night at a Broadway show on a [...]
A full page advert for an attempt at brand stretching grabbed my attention this weekend. The new product in question is a probiotic gut shot from ZOE, created in collaboration with retailer Marks [...]
100% of marketing directors agree that Distinctive brand assets are an important driver of growth in our brandgym research. However, very few brand assets are truly distinctive, with a mere 15% [...]
Distinctive brand assets (DBAs) are a hot topic. 100% of marketing directors agree that DBAs are an important driver of growth in our brandgym research, with 87% rating them extremely important. [...]
Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron Sharp [...]
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