John Lewis the landlord? Welcome to brand extension nirvana
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its ...
Three axioms and three questions that summarise all of brand strategy
Brand strategy is not complicated, it’s just the systematic application of the basics all ...
Coronavirus won’t hurt Corona, it will actually boost sales
Brands from Marmite to Peloton have shown negative publicity is beneficial if it doesn’t ...
Ignore all the waffle and set time aside for strategic thinking
Instead of reading articles about the latest technological trends, marketers should spend ...
Burberry’s luxury repositioning won’t work, it’s not in the brand DNA
After dispensing with chief creative officer Christopher Bailey, new Burberry CEO Marco ...
Can AB InBev avoid killing its craft beer brands?
Most marketers at big corporations don’t have to worry about the credibility of their ...
Coke’s ‘one brand’ strategy highlights one of the great marketing themes of our lifetime
The single most important piece of brand theory of the past quarter century was published ...
