And the Winner is...
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Rare Blog
Read about our latest thinking!
- Dec 7, 2018
- 5 min
High times and Soft Power
If cannabis is legalised in the UK, what branding lessons can we learn from the US and Canada? Are we on the cusp of cannabis...
- Nov 13, 2018
- 1 min
Nike: A Soft Power Star
Nike are no strangers to controversy, but their most recent campaign has garnered plenty of backlash. They’re celebrating the 30th...
- Oct 12, 2018
- 6 min
Selling isn't past its sell-by date: The ROI of Soft Power
Amid all the talk of branding, it’s easy to lose focus of what really matters: ROI. But many marketers studiously avoid talk of the...
- Oct 9, 2018
- 1 min
SKYN: A Soft Power Star
SKYN’s approach wasn’t always one of soft power. In the beginning, their marketing was product-focused, detailing the functional benefits...
- Sep 13, 2018
- 1 min
UEFA Champions League: A Soft Power Star
The UEFA Champions League revisits its brand identity every three years, and this year has refreshed and added to existing brand assets...
- Aug 21, 2018
- 5 min
A soft power look a behavioural economics in branding
Brand managers are, in part, tasked with driving growth and converting consumers, and they want something impressive they can show off....
- Aug 15, 2018
- 1 min
Guinness: A Softer Power Star
While we’ve recently focused on soft power successes from new FMCG brands, it’s important not to forget the established players. For us,...
- Jul 24, 2018
- 7 min
The soft power of technology: Why machines can't work without the human touch
“I’m sorry Dave, I’m afraid I can’t do that.” The cold, monotone delivery of HAL9000 in the Kubrick classic, 2001: A Space Odyssey is...
- Jul 16, 2018
- 1 min
Oatly: A Soft Power Star
Here in the UK, the milk alternatives sector is set to grow by 43% in the next four years. Oat milk brand Oatly has been described by...
- Jul 10, 2018
- 3 min
The big wins and brand own goals at the 2018 World Cup
With the World Cup such a significant event in the sporting calendar, it’s unsurprising that so many brands have used the tournament in...
- May 2, 2018
- 3 min
Soft Power Classic: How we helped Pizza Express Live from creative concept to High Street hotspot
When Pizza Express came to us with a bright idea to turn their basements back into boutique entertainment venues, we jumped at the...
- Apr 4, 2018
- 6 min
“Soft power can take you all the way” - global strategist Giles Jepson on legacy FMCG brands
Today, legacy brands in FMCG are facing a dramatic escalation in the pace of business, technology and change. With the 2008 financial...
- Jan 23, 2018
- 3 min
Soft Power for brand: What does it mean and why does it matter?
In an age of zero-based budgeting, savvy consumers and fierce competition, winning market share through brand design has never been more...
- Nov 29, 2017
- 3 min
The Brexit effect: What are the challenges for FMCG in 2018, and how will soft power play its part?
On 29 March, 2019, Britain will leave the EU. Whether that’s a hard Brexit, a no-deal Brexit, or the increasingly unlikely ‘soft Brexit’...
- Nov 16, 2017
- 1 min
Ginerosity: A Soft Power Star
Gin, with its recent ‘Ginaissance’, is the de facto category for new entrants in the alcohol category with brand after brand appearing to...
- Nov 14, 2017
- 5 min
Soft Power stars: 5 food and drink brands that are doing it right
Step into any supermarket, and you’ll find yourself faced with a bewildering amount of choice - even if you’re just after a simple packet...
- Sep 5, 2017
- 4 min
Roast turkey brand power (and what you can learn from it)
When did you last eat roast turkey? My guess is on the 25th December last year, and that you won’t do again until Christmas next. Love it...
- Aug 7, 2017
- 5 min
How tech thinking can inspire brand innovation
What sort of economy do we live in? Industrial? Post-industrial? Service? Experience? Or, as MIT’s Uri Sarid suggests, do we live in a...
- Jun 1, 2017
- 5 min
Feel Everything: How SKYN leapfrogged the competition with disruptive soft power thinking
How do you compete against brands with wider market share and deeper pockets? For Jeyan Heper, President of Ansell Sexual Wellness,...
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