brand strategy

Everywhere you look, brand activations abound. Pop-up shops, festival activations, immersive VR experiences – in the modern era, experiential marketing tactics have become a part of our everyday lives. And as a multitude of brands gain traction and attention for using experiential to create deeper connections with consumers, tech companies may be left scratching their

The past few years has seen something of a revolution going on down the pub and in the supermarket aisles. Just like provincial cheeses, meats, (more…)

This week Kraft Heinz tabled a bid of around £115bn for Unilever, which was politely rejected. Since then, talks have ended and both companies have decided (more…)

McDonald’s took a risk with their recent 'dead dad' ad. Unfortunately for them, it didn’t pay off. The public reaction and negative backlash to the ad (more…)

Somewhere, as you read this, there’s a millennial entrepreneur who’s referring to their lightbulb idea as “the Uber of the X, Y, or Z industry.” And while these disruptive, (more…)

We’re living in a time where companies desperately want to become “the Uber” of their space. To be fair, it’s an attractive prospect; to sit at the forefront of your (more…)

“The idea that consumers are buying from purpose-driven companies is real.” - Norman de Greve, CMO, CVS Health Primed at the intersection between profitability (more…)

War, what’s it good for? From Donald Trump’s perspective, a trade war is good for protecting US-based businesses from international competition. According to (more…)

“If you’re alive, you’re a creative person.” - Elizabeth Gilbert, Big Magic: Creative Living Beyond Fear If we were to ask our kindergarten selves (more…)

For the past 33 years, Burning Man has gone from a bonfire on the beach to one of the world’s most fascinating counter-cultural events. For many attendees, Burning (more…)

Last week, we demonstrated why brand strategy has a lot to learn from the first five founding principles of the annual Burning Man festival. (more…)

Each year, the sports world has a stronghold on fandom that even the most popular brands only dream of. And teams’ emotionally-charged stories only add to their allure. (more…)

Finally, after a record-setting 35 days, the government shutdown came to a conclusion last Friday. For 5 weeks, furloughed federal workers felt immense pressure (more…)

As brands seek to become more human, the metaphor of a company as a living being has in some ways become visceral. If a brand is human, then its body is the company’s team, moving together to create a sum that is greater than its parts. Its soul is the brand purpose and driving force