The branding Authority

Is retailing as we know it dead?

At least I hope so. The Christmas ads are here and each year I refrain from commenting on this retailer led self indulgence, but each...

In a world where marketers are obsessed with “just doing”, thinking has been pushed aside. Before we “do” anything we need to understand....

Imagine a world where there were no banks yet your money was safe. Imagine that everything was super secure, you could trust anyone, even...

Recently I had the privilege of a visiting speaker slot with a bright and lively group of Bachelor students at the HEG in Geneva. We...

I recently had the enjoyable task of putting together a short animation for GNUbiotics Sciences to explain the human microbiome and how...

My sister-in-law is a French teacher in a secondary school. Recently she was a little surprised to read a student’s translation as “une...

Full disclosure up front; in my long career at Nestlé I was rarely involved in the confectionery business, unless you count launching...

Beyond storytelling lies the creation of a brand myth or legend, at the execution of which some brands in the luxury category excel. Let...

Branded ingredients or components have been around for years. One only has to look at the emergence of the aspartame market in the...

If you have something to say, say it. That’s what I tell my clients. Of course saying it in a succinct, relevant and engaging way is the...

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