What does the ‘junk food ad ban’ mean for marketers?
For many marketers affected by new restrictions on advertising high fat, salt and sugar ...
How to write brand objectives that set strategic direction
Brand goals are not the same as brand objectives – and understanding the difference is ...
The missing step in marketing plans: brand diagnosis
Marketers who respect brand DNA gain an edge the rest of the market can’t replicate. ...
Distinctive brands “paint with a palette of codes,” says Mark Ritson
A distinctive palette of codes drives stronger brand performance. Learn how to build ...
For Elon Musk’s Tesla, there is such a thing as bad publicity
Tesla’s woes are a rare example of bad press that does harm the brand, because its CEO’s ...
Amazon must resist the temptation to bleed James Bond dry
The 007 brand will suffer if Amazon emulates Star Wars with spin-off movies and series. ...
Brand Codes: “First, they must know it’s me”
What are brand codes and why must we use them maniacally? We take a dive into the world ...
Nike’s turnaround has begun – but it will take a long time
Nike has triumphantly returned to its roots, focusing on sport while overinvesting in ...
What are category entry points?
Category entry points (CEPs) focus on the buyer – not the brand. But marketers can ...
