August 2018

Last weekend, I went to Brighton Pride for the first time. It lived up to the expectations in my head – oversized theatrics, great music and a fantastic atmosphere. Brands from Boohoo to Gatwick Airport joined in the official parade, showcasing their Pride ‘credentials’. Whilst it’s fantastic that brands do get involved, you often ask, “How much do they really care about the LGBT community? What are they doing as an organisation to be more inclusive?”. This is where a problem lies....

In order to discover which brand was the most successful in driving positive engagement on social media throughout Love Island 2018, we conducted research which tracked brands performance to see which brand mattered most. Introducing this year’s winner: Missguided.   Our Matter More Index ranked 12 brands associated with the show based on how their respective social posts performed in terms of reach, virality, passion, engagement, share-of-voice and sentiment. Official clothing partner Missguided topped the charts with over 36,000 Love Island related...

Every good story needs a hero, tension, suspense and a happy ending. What better example is there than Apple? Having launched over 40 years ago as a technology start up, Steve Jobs (enter hero), accelerated the company’s success during his reign, albeit with some bumps in the road throughout the journey. The company has teetered on the edge of bankruptcy, occasionally drowned in controversy, been marred by tragedy and multiple law suits (is that enough tension and suspense for you?). This week,...