Square. Slack. Sea. These words could soon mean a lot more to you than their literal meaning. They are all on Interbrand’s 2017 list of Breakthrough Brands, the companies that are rising head and shoulders above their peers and breaking through to the level where they are soon to become household names. The 40 companies … Read more
This edition of our newsletter features some especially beautiful products which have been hugely enjoyable to help create. Part of why we love the work here at Grain is the wide range of companies we advise. We get a thrill out of creating gorgeous beauty products and sophisticated jewellery packaging, as much as grappling with strategic … Read more
We recently came across this interview from March 7th 2012 of Grain’s founder Christoph Geppert on LBC Radio. That was just after our tenth anniversary!
Politics has long depended on marketing, with a leader’s image being critical to any political campaign. But marketeers, and brands in particular, have historically tried as hard as possible to avoid politics. However as the political scene has become more divisive, especially in the wake of Brexit, the rise of Marine Le-Pen in France and the election … Read more
Brand Architecture – Maximising Synergies from Complex Portfolios Brand architecture may at first sight seem like the tediously dull end of the otherwise exciting area of new brand development with its creative naming, cutting edge logo design and glitzy launches. But look at the detail and you’ll see that this is the world of brand strategy … Read more
Mégane Osio is Grain’s intern this summer and is enjoying putting her design skills to use whilst rapidly improving her English. She is a student of graphic design at ECV Creative Schools & Community in Bordeaux, France. She particularly likes all aspects of corporate design and print, including the visual identity of a brand, packaging, … Read more
Brand “Easter” – is it really Christian? Every year, for the past ten years, Cadbury and the National Trust have teamed up to run a joint chocolate egg hunt promotion over the school Easter holidays. A great idea that until this year was called the “Easter Egg Trail”. But after 10 years, a rebrand to … Read more
You can’t tick a box saying “exclude terrorist sympathisers” but you can exclude websites that are not aimed at your target market. For a company that built its billions by ranking search results, it’s surprising that Google and its subsidiary YouTube have not been able to properly rank their content providers according to how safe … Read more
The guys down at Mortgage Finance Gazette have covered the recent launch of Propertymark. Previously known as ARLA, NAEA, NAVA, ICBA and APIP, we created the new name and the new brand with the focus on increasing consumer awareness of the business. Find out more here.
Names – as Waitrose has just discovered – can be unintentionally misleading. Waitrose has found itself on the end of negative publicity from both the National Farmers’ Union and customers for calling its range of ready meals “British”. Waitrose chose the name to reflect the origin of the recipes, for example lamb hotpot and shepherd’s … Read more
Grain is now fifteen years old! Last Friday, clients and friends joined us for a celebration in grand style at Soho House’s Apartment. We’re not just celebrating 15 years in business but 15 years of doing what we love: inspiring companies and helping them to be successful. The party quiz winners are the BEAR team with 17 … Read more
In the mid-1990s, well before the internet had tangled us all in its worldwide web, Michael Porter set the benchmarks for marketing strategy which still resonate today. To sum up some quite complex theory, he argued that brands either had to achieve cost leadership or they had to differentiate. In a nutshell, differentiation is what … Read more
The National Federation of Property Professionals (NFoPP) has rebranded and repositioned as the umbrella brand Propertymark and the changes, developed by Grain Creative, are aiming to significantly disrupt the estate and letting agency market in the UK. Through its membership associations, the National Association of Estate Agents (NAEA) and the Association of Residential Letting Agents … Read more
Changing a well-established and well-known brand with all its existing brand attributes, brand promises and emotional ties can be like the clichéd oil tanker which needs a very long time to change course. There are still people who call a Snickers bar “Marathon”! It can be a challenge to say the least. But to rebrand the biggest … Read more
Clothes – from many retailers – have become almost disposable: we buy them cheaply, wear them for a few months and then chuck them out. Many people are aware that super-cheap clothes may be manufactured in inhumane conditions, but do we stop to think about the environmental impact of simply binning stretched t-shirts and odd … Read more
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