branding, international marketing

Fearless fruit overtakes sweet soda

Here's a mesmerizing animation of the evolution of mega-brand value in the 21st Century. Ebb and flow of brand values It all seems fairly similar for a few years until some new arrivals (in 2008, 2011 and 2014) herald dramatic change - and the demise of some household names - in the ranking of the… Continue reading Fearless fruit overtakes sweet soda

interim management, marketing communications

The Hiatus Bubble

I decided to step away from my own soapbox for a few weeks. After all, there was a handful of fundraising events to coordinate, a business development strategy to devise and communicate, a couple of websites needing recalibration and some unexpected travel thrown in, after which came the rebranding campaign before hurtling into a major… Continue reading The Hiatus Bubble

branding, international marketing

How to create generic brand advertising

In my grand old days of multinational ad campaigns, shoots in exotic locations, securing global music rights or model buyouts for mass media viewing and ensuring the corporate tagline was spot on across all markets, the biggest fear the creative team faced was Not-Invented-Here syndrome. Having created a most unusual response to the brief, one… Continue reading How to create generic brand advertising