All Marketing knowledge

Toblerone's new Diamond Truffles with Lotus Biscoff earned a 5.8-star System1 innovation score — the top 5% of 60,000 ideas tested — and its launch ad hit 5.6 stars. A masterclass in 'Fluent Innovation'.

New Brand Champions research finds 52% of community pharmacies don't know where to begin with local marketing — a bigger obstacle than time or money, just as independent prescribing is about to expand their role.

German consumers trust advertisers and influencers less than politicians, and most still don't trust AI even as marketers pour money into it. In a low-trust market, trust itself becomes the growth strategy.

After a decade of near-unbroken expansion, the great French maisons are facing slower growth. The way they market — more storytelling, more craft, less logo volume — is shifting in response, with lessons for brands far below the luxury tier.

McVitie's, Hovis and Guinness are all leaning hard into Britishness. In an anxious, fragmented market it's a smart play — but national-identity branding is a tightrope, and plenty fall off it.

Own-label is now around half of UK grocery spend, and shoppers increasingly rate it on a par with brands. The question for brand owners is no longer price — it's whether the premium still buys anything.

The Perfume Shop's first festive film under its 'Power of Perfume' platform makes grief, memory and a dwindling bottle the centre of its Christmas story.

TL;DR: Typography carries tone, builds recognition and shapes legibility on every word a brand publishes — yet most businesses treat it as an afterthought behind logo and colour. A distinctive, well-chosen typeface is one of the most-used and most-underrated brand assets you own. Type speaks before words do Before anyone reads what you've written, your typeface has already set a tone — formal or friendly, modern or classic, premium or value. That impression colours how the me

TL;DR: A brand or product name is the most repeated and hardest-to-change asset you'll create, so the goal isn't a clever name — it's a distinctive, memorable, legally ownable one that still fits when your business grows beyond today's product. The types of names Names broadly fall into a few camps. Descriptive names say what you do (easy to understand, hard to own and easy to copy). Suggestive names hint at a benefit or feeling. Abstract or invented names mean nothing at fir

TL;DR: Packaging is the one piece of media every buyer sees at the exact moment of decision, yet most brands treat it as a container rather than an ad — strong packaging drives standout, communicates value instantly and often sells more than paid media. The most-seen ad you own Every other channel competes for attention; packaging has it guaranteed. At the shelf — physical or digital — your pack is the final argument before a purchase, seen by one hundred percent of buyers at

TL;DR: Colour psychology is real but widely oversold: colour strongly affects how a brand is perceived, but the effect depends on context and expectation, not fixed meanings — what matters most is whether a colour fits the brand and stands apart from rivals. The myth of fixed meanings The internet is full of charts claiming red means excitement and green means calm. The research is far messier. A colour's effect depends on culture, context and what the audience already expect

Rügenwalder Mühle is launching a second brand, Endori, in a two-brand plant-based strategy. Why splitting a brand can win more of a category.

Lego has topped YouGov's Brand of the Year ranking in Germany, beating dm and PayPal across 961 brands. What its consistency teaches every marketer.

Does 'brand love' actually drive sales, or is it a comforting myth? A Marketing Minute analysis of what emotion really buys in 2026.

Little Moons marketing chief Ross Farquhar is leaving after six years of viral TikTok-fuelled growth. What his exit signals for challenger food brands.

Legal-AI firm Legora says a Jude Law-fronted brand campaign helped it scale fast by prioritising brand over product. The B2B marketing lesson.

Lovehoney is pushing sexual wellness into mainstream retail, treating intimacy products like any other wellbeing category. The branding lesson for marketers.

Apple Music unveiled a full rebrand on 21 October, its new logo and identity physically shaped by an original Fred again.. composition captured in-camera, rolling out with iOS 27.2.

Meltwater launched its global Intelligence Is Always in Style campaign around 13 October starring Kim Cattrall, marking its 25th anniversary with a rare celebrity push for a B2B martech brand.

WPP named McCann global CEO Tyler Turnbull as CEO of WPP Creative on 9 October, succeeding Jon Cook to lead a combined VML and Ogilvy network as Cindy Rose drops the holdco label.