View Post

Caffeine’s work with Emilia Clarke, on the launch of her new charity, SameYou

Last week the actress Emilia Clarke, famous for roles such as Daenerys Targaryen in Game of Thrones, launched a new charity, SameYou for brain injury recovery.  Why, with a plethora of charities all vying for our emotions (and wallets), would this stand out and cut through? Firstly it’s a distinctive brand that conveys a strong emotional proposition: for people recovering …

View Post

Bust some myths and build your brand

It’s nearly 30 years since I first started working in brands and branding. In that time, interest in the subject has moved from PR and marketing departments to the general public and mainstream media.  Branding fascinates people because it is ubiquitous. We are surrounded by brands daily. But this is only a relatively recent phenomenon. It is only in the …

View Post

Lessons Learnt from a Labour of Love

This is me holding the very first copy of my first book. What the picture can’t communicate is the overwhelming sense of relief I was feeling, the rush of euphoria that had just hit me, and the complete and utter joy in my heart. On September the 20th Superfast: Lead at Speed was published in the UK by John Murray …

View Post

The KitKat Case: Why Keeping Your Shape Matters

It is ironic that Mondelez, the company behind the much-loved Toblerone bar, has managed to prevent Nestlé from registering the shape of its four-fingered KitKat as a trademark – especially because the distinctive shape of Toblerone already benefits from this protection. Despite the commonly held myth that brands are just about having a memorable logo, this case illustrates that brands …

View Post

Bold brands can build better homes

In the 100 years since Lloyd George declared Britain should build homes ‘fit for heroes’, housing in this country has been transformed.  It is now a massive market, an economy of its own sustained by housing stock worth almost £7tn. At Housing 2018, the 3 day event that brings everyone associated with the sector together, the list of speakers, sponsors …

View Post

Being Remarkable

The number of high profile figures who have hit the headlines recently might take issue with Oscar Wilde’s famous line: “There is only one thing in the world worse than being talked about, and that is not being talked about.” I’m sure they’d be quite happy to fade from the front pages and disappear from Twitter timelines for a while. …

View Post

BRAND STANDS. How to attract and win the best talent

  People talk about the war of attention being one of the biggest challenges in today’s fast-moving world. I believe it’s the war for recruitment and retention which is equally important for leaders managing businesses today. How do you stand out?  How do you attract the best brains and the best people? The answer is in your brand. A brand …

View Post

The Beckham Effect

  There are very few people as canny and as successful as David and Victoria Beckham. Together they have become one of the world’s most famous celebrity couples and at the same time, each has successfully monetised their fame, building powerful brands and generating huge earnings. And now David – brilliant footballer, father, husband, fashion model and global icon – …

View Post

The power of authenticity

  The 2018 FIFA World Cup poster was launched this week so it was nice to see my official poster for the 2002 FIFA World Cup featured on the BBC yesterday. I was recently telling the story of its creation and the value of ‘authenticity’. To cut a long story short.. We created lots of official poster ideas and presented …