Most Brand Collaborations Aren’t Bold. They’re Lazy.
Unexpected brand collaborations often generate buzz, but do they build brands? Andrew Wiseman explores why many partnerships dilute meaning and what brand research can teach us about making them work.
Perception is Reality. A Lesson in Maintaining Brand Strength.
Perception is reality in brand marketing. But what happens when perception and experience drift apart? Gareth Hodgson uses the example of English football’s Premier League to explore how brand research and insight can uncover gaps in positioning and help brands stay relevant.
Cultural Relevance Isn’t Luck. It’s Insight-Led.
How do established brands stay culturally relevant without chasing trends? Using Adidas as an example, this blog explores why insight—not instinct—is the real driver of relevance.
The Accidental Billboard Behind a 40p JD Sports Bag
A bright yellow 40p JD Sports bag has become an accidental branding masterstroke — a low-cost, high-visibility brand asset powered by real-world behaviour. Andrew Wiseman explores how it happened, and what it means for marketers and researchers.
Major study of brand-agency relationships launches. Here’s how to contribute.
Mustard has partnered with Brands & Agencies and Agency by Agency to launch the UK’s biggest-ever study into brand–agency relationships — exploring trust, value, and the evolving role of AI in marketing partnerships.
The Science of Brand Naming: Why Great Launches Start with Research
In his latest blog, Anthony Shephard-Williams explores the science of brand naming. He explains why research, not instinct, is the key to launching with impact.
87 years of blackcurrantness. How Ribena makes nostalgia meaningful
Richard Lomax thinks about how market research can help brands reawaken dormant loyalty. When sales slip or relevance wanes, legacy brands often have two choices, reinvent themselves or reconnect. Ribena, a childhood favourite for many of us, has recently chosen to do the latter. Backed by a £7m relaunch, their strategy isn’t about creating something […]
Hold my hand… while I go viral
When Jet2’s “Hold My Hand” campaign met viral chaos, a lesson in modern branding was born. In this blog, Mustard’s AI and culture analyst Anthony Shephard-Williams explores what happens when emotional brand assets get hijacked by meme culture — and how marketers can stay one step ahead.
Jellycat’s Elevation Strategy: Brand Masterstroke, or Brand Misstep?
Jellycat’s cult status as a plush toy brand is under scrutiny after recent reports of pulling from independent shops. In this blog, Andrew Wiseman explores the brand’s “elevation strategy,” what it risks by sidelining small retailers—and how smart research could help them avoid a backlash.
Brand Perceptions: Lessons in turnaround and failure
Perceptions make or break brands, but they don’t always reflect reality. In this blog, Andrew Wiseman explores what Skoda, BrewDog, Vodafone and others can teach us about brand perception, emotional relevance, and what research can do to help brands rebuild or reinvent themselves