What do you think when you hear the name Quality Street? What do you feel? If you’ve grown up in the British Isles, it’s part of Christmas, though you probably forget about it all the rest of the year. But it’s a case study in brand longevity, with some surprising lessons for brand managers today.

1. There’s no need to obsess about a name

Was there ever a more mundane brand name than Quality Street? Read More

How do you get attention when you’re so familiar that people think they know you already? Two recent media stunts by established brands say it can be done – but be prepared for a backlash. “Going viral” isn’t always good news.

First, the one that worked. In November 2019 Coldplay launched their new album, Everyday Life, by announcing the track listing in the classified ads section of local newspapers. They chose papers that band members had some connection with. Read More

If you like giving your opinion, you’ve never had it so good. The use of smiley and frowny faces to give instant ratings has led to a cornucopia of feedback opportunities. There’s a whole new industry built on online reviews – like Feefo, TrustPilot and Trip Advisor, a brilliant business model in which all the content is provided free of charge by the punters. All that’s before you even open the customary follow-up email asking whether you would recommend, Read More

Here are two signs. The one on the left is in the grounds of a museum in New York City. It says, “Jousters wanted for seasonal employment. Must work knights.” Assuming it’s a bit of fun rather than a job advert, it’s delightful. A few words presented seriously can be very playful. It adds to the character of the place, at little cost.

The one on the right is closer to (my) home. Read More

Is it the job of advertising to portray society as we wish it to be? There’s a new UK rule that advertising cannot show harmful gender stereotypes. In its first month, complaints were upheld against two TV ads. 128 people objected to the way this ad for Philadelphia cream cheese showed men as incompetent carers for the baby, while three people reported this Volkswagen ad for giving all the adventurous and successful roles to men while the little lady sits with a pram. Read More

What do you see when you look at this poster? The visual language of cigarette packaging is so distinctive that even a non-smoker who has barely seen a fag packet up close in years knows what this is. But look again, and you see it’s not about tobacco. It’s about obesity. Genius, or confusing?

It’s universally accepted now that smoking increases cancer risk. Cancer charities want us to think of obesity in the same way. Read More

It’s July, and Sue Barker is back at Wimbledon for the BBC. When you do something every year, there’s bound to be pressure, and an appetite, to move it on rather than risk predictability. Back in 2015 the BBC tried to do that, with humbling consequences. Here’s a reminder of what they did and what we all can learn from it.

You have to feel for Clare Balding, the nation’s darling after 2012. Read More

Taking aim at women who didn’t feel confident with financial matters got NatWest into hot water. Meanwhile Santander’s new “Antandec” bank ads are just aimless. Apparently they were inspired by the similarity between the two names. Inspired might be a bit strong actually. Beyond the joy of seeing Ant and Dec together on the telly, there?s nothing much in these ads. Whatever Santander is trying to say about its own offer is lost. Read More

NatWest is taking a beating for its “tone-deaf” attempt to target women. The campaign launched with a tongue-in-cheek letter from an old-style bowler-hatted banker apologising for ignoring or patronising women in the past. The bank’s intentions were good. A spokesperson for NatWest said, “While many women feel confident when it comes to finances and investing, research has shown that a huge number of women don’t feel the same way.” All the same, this is a clear case of Oops, Read More

Innovation. Should you fail fast, or never give up? How can you tell a good idea, not yet solved, from a hopeless one? Elizabeth Holmes of Theranos never gave up. She named her invention the Edison, in honour of the American inventor of the lightbulb, Thomas Edison. He supposedly said, “I haven’t failed, I’ve found 10,000 ways it doesn’t work.”

Holmes’s company was reported to be worth $10 billion by 2013 and she was a paper billionaire. Read More