Brand Matters

Marketing Week reported last week that consumer perceptions of clothing brand NEXT have fallen, despite growing sales. It’s an odd state of affairs as, generally, you might assume there’d be a direct correlation between brand and sales performance. It’s also a cautionary tale…demonstrating that even the strongest brands need to be nurtured and protected as an ongoing process if they are to continue to inspire loyalty and confidence. The apparent dichotomy of brand and... Read More

Are You Talking to Me?

I overheard a conversation about the new ad for mobile phone provider, ‘3’, the other day.  You know the one?  With the little girl on the bicycle, the singing kitten and the (until recently) mostly forgotten ‘80s rock ‘classic’? The conversation went something like this: Man 1: “I don’t get the point of it’ Man 2: “I think the point is that there is no point.” Man 1: “So why do an ad like that?” Man 2: “It’s for the brand isn’t it.” Man 1: “Doesn’t... Read More

How Would You Score Your Brand?

World Cup fever has begun in earnest. With less than 100 days to go now until the first kick off, all the teams are gearing up to win. There will be matches to be won or lost between now and then as we warm up for the tournament but the real battle facing the England team is the battle to win the confidence of the nation.  While Paralympics GB is doing well at the games and exceeding expectations, the England football team seems doomed to eternal failure before the players get... Read More

How to Make Your Brand a Star

So the Oscars circus has rolled into town in LA, and rolled out again, in a blur of fancy frocks, after show parties and dreams come true (or dashed for another year). The whole fanfare – the build up, the pundits, the red carpet chats, the speeches and the occasional tears – is part of a global brand, symbolised by the little gold statuettes that grace the mantelpieces of the film industry’s finest.  In effect, the familiar golden ‘Oscar’ that makes an Academy Award... Read More