Brand Strategy Guides, Insights & Innovations

Oct 02 2024

Big brand campaigns are still alive: Chanel

By David Taylor Distinctive communication

Much of the communication brands do today seems "atomised": a series of "micro-communication" efforts, such as short product films in social feeds or posts by influencers. This approach can help…

Sep 25 2024

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Rising to the Core Growth Challenge – Brandgym research 2 of 2

By David Taylor Grow Your Core Business

This is the second of two posts sharing insights from our 17th annual research project on what we call "The Core Growth Crisis". The research used a quantitative survey of 100…

Sep 18 2024

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The Core Growth Crisis – Brandgym research 1 of 2

By David Taylor Grow Your Core Business

This is the first of two posts sharing insights from our 17th annual research project on what we call "The Core Growth Crisis". The research used a quantitative survey of 100…

Sep 11 2024

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How the Crocs brand got its bite back: Part 2 on BRAND MARKETING

By David Taylor Brand rejuvenation

Last week we looked at the role FOCUS played in the dramatic turnaround of the Crocs brand revitalisation. As a re-cap, the new brand strategy implemented in 2017 helped drive…

Sep 04 2024

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How the Crocs brand got its bite back: Part 1 on FOCUS

By David Taylor Brand rejuvenation

The dramatic turnaround of the Crocs brand is one of the most impressive brand revitalisation example I've come across. The company was on the verge of bankruptcy back in 2009,…

Aug 28 2024

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Apple’s Vision Pro: brand stretch hit or miss?

By David Taylor Innovation to Stretch into New Markets

Apple's Vision Pro mixed reality headset went on sale in the UK this week, following a US launch earlier in the year. This is Apple's biggest new brand stretch attempt…

Aug 21 2024

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Vodafone x Glastonbury: brilliant brand activation

By David Taylor Distinctive brand activation

I recently came across another great example of a brand activating a sponsorship effectively, hot on the heels of my earlier post on the No Lays. No Game campaign. The…

Aug 14 2024

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Find Creativity in the Everyday like P&G

By David Taylor Consumer Insight, Distinctive communication

This week, I came across an interesting article on the keynote given at Cannes by P&G's Chief Brand Officer. Marc Prichard talked about the company's approach to marketing and in…

Aug 07 2024

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Using Entertainment to Promote Your Brand: the F1 Movie

By David Taylor Distinctive communication

Harnessing the power of entertainment is a popular strategy for brands trying to raise their profile and attract new audiences. Last summer we had the Barbie movie. Lego have created…

Jul 31 2024

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34 years of fresh consistency: Head & Shoulders Don’t

By David Taylor Distinctive communication, Grow Your Core Business

My jaw dropped when watching a Head & Shoulders ad during the Euros soccer tournament last week. A hunky looking guy is asked "I didn't know you had dandruff?" by…

THE BLOG

Big brand campaigns are still alive: Chanel

Rising to the Core Growth Challenge – Brandgym research 2 of 2

The Core Growth Crisis – Brandgym research 1 of 2

How the Crocs brand got its bite back: Part 2 on BRAND MARKETING

How the Crocs brand got its bite back: Part 1 on FOCUS

Apple’s Vision Pro: brand stretch hit or miss?

Vodafone x Glastonbury: brilliant brand activation

Find Creativity in the Everyday like P&G

Using Entertainment to Promote Your Brand: the F1 Movie

34 years of fresh consistency: Head & Shoulders Don’t

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