🐻❄️ I'm crazy about mascots. Not just because they are cute, but because they work. I've spent the last 2 years on a journey to make the ultimate documentary on brand mascots and I'm excited to say it's almost here.
The premiere is on the 8th of May, but I will release the film a few days in advance on my substack.
💏 We're obsessed with resonance. But we forget about the most important factor in brand-building: entertainment.
Way too often I see briefs, conversations, strategy decks that try to answer the question: "how will our message 'resonate' with the target audience", while ignoring the (dancing) elephant in the room: entertainment.
It often …
I know nothing of what happened behind the scenes at Jaguar, but I can't fathom going in this direction with such a strong brand heritage.
As Tom Goodwin says:"We all need to refresh, pivot, adapt, chance, evolve, but sometimes a brand is so special it's our role to be a custodian, and not to gamble the family jewels on an unlikely victo…
I had a great conversation with John on the business effects of brand marketing and how to talk to the CFO.
A lot of showcases compare 'commodities' with 'highly differentiated' brands, but very often, there are a lot of options in between that are not discussed. In this article, I give an overview of 7 different levels of brand engagement in between being a commodity and being a 'dream brand' and how to achieve them.
Interesting stat on Liquid death vs competitors. They are masters at building top of funnel awareness but it’s not translating (yet) into the bottom of the funnel as much compared to traditional players. I’m assuming it’s because these other companies have mastered the distribution game a lot better. Source: Tracksuit
I had a great chat with Grace Kite about effectiveness in brand-building.