Brand Strategy Guides, Insights & Innovations

Jul 10 2025

How Brand Stretch Can Help Grow the Core: Lessons from Curry’s

By David Taylor Grow Your Core Business, Innovation to Stretch into New Markets

An FT article on Currys turnaround grabbed my attention today (1). The electrical goods retailer reported annual sales up 3%, with pre-tax profits growing by more than 1/3. And the…

Jul 03 2025

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CROSTA MOLLICA – ITALIAN FOR BRAND LED GROWTH

By David Taylor Brand Vision, Positioning & Purpose, Distinctive products & services

I’ve spent over 30 years working in food and drink marketing and am always on the lookout for brands that are doing remarkable things. Crosta Mollica is one of those…

Jun 26 2025

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Corona Island: brilliant brand activation

By David Taylor Distinctive brand activation

Many beer brands talk a good game when it comes to storyTELLING about “living the vibe”. But few back it up with "storyDOING" that brings the brand idea to life…

Jun 19 2025

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Much Ado about branding: Brand Renovation Lessons from Shakespeare

By David Taylor Brand rejuvenation

What can a 16th-century Shakespeare comedy teach us about brand renovation? Quite a lot, it turns out! The Royal Shakespeare Company’s (RSC) 2025 reinvention of Much Ado About Nothing offers…

Jun 11 2025

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Building a brand that wins two different audiences: Skyrizi

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive packaging & design

How do you build a brand that wins with two very different audiences? It’s a classic challenge faced across many categories — from food brands needing to win over shoppers…

Jun 04 2025

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Winning with the Aspirational Middle Class: Lessons from India

By David Taylor Consumer Insight

Across the globe, the middle class is evolving. In many countries, this crucial segment is no longer just seeking affordability: it’s chasing aspiration. A new consumer mindset is emerging: experience-hungry,…

May 28 2025

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Is Jaguar brand right to revisit its radical reinvention?

By David Taylor Brand rejuvenation

Debate about the Jaguar brand relaunch erupted again recently. A flurry of stories was prompted by reports that Jaguar plans to replace Accenture Song, the agency behind Copy Nothing, last…

May 13 2025

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How to build a brand with low or no budget: Tenzing

By David Taylor Brand-led business, Distinctive packaging & design, Distinctive products & services

How do you build a brand in a highly competitive market with a limited budget or even no budget? Tenzing and its founder Huib Van Bockel are a brilliant example…

May 06 2025

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Brand Architecture for Business Growth

By David Taylor Brand Portfolios & Architecture

Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries…

Apr 30 2025

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Sunspel’s strong core helps rejuvenate the brand

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose

A delivery of white t-shirts from Sunspel today reminded me of how important a strong core is when rejuvenating a brand. "The T-shirt of choice for discerning men and women,…

THE BLOG

How Brand Stretch Can Help Grow the Core: Lessons from Curry’s

CROSTA MOLLICA – ITALIAN FOR BRAND LED GROWTH

Corona Island: brilliant brand activation

Much Ado about branding: Brand Renovation Lessons from Shakespeare

Building a brand that wins two different audiences: Skyrizi

Winning with the Aspirational Middle Class: Lessons from India

Is Jaguar brand right to revisit its radical reinvention?

How to build a brand with low or no budget: Tenzing

Brand Architecture for Business Growth

Sunspel’s strong core helps rejuvenate the brand

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