Castle Lager – World Cup winning brand activation
I had mixed emotions after last Saturday’s Rugby World Cup (RWC) Final in Japan. I was desperately disappointed by England’s defeat, but delighted that South African Springboks won, given my [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Driving Distribution
Posted The Jolly Hog: sausage & sizzle in action
This week’s post is about a brand that literally combines product ‘sausage’ and emotional ‘sizzle’ to create a compelling proposition. I caught up for breakfast [...]
By David Taylor
In Brand rejuvenation, Distinctive communication, Distinctive products & services, Driving Distribution, Grow Your Core Business
Posted Tiffany’s brand revitalisation: balancing freshness and consistency
Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this [...]
By David Taylor
In 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive products & services
Posted How Bieber boosted Popsicle’s social reach x 12,474
A great example of ‘influencer advocacy’ caught my eye this week, in a Linked In post by Unilever’s Aline Santos about Justin Bieber’s social posting on the Popsicle brand. Influencer [...]
By David Taylor
Posted ‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2
This post looks at how marketers can respond to the ‘innovation squeeze’ introduced in last week’s blog: the dual demands of lower costs AND rapid innovation to drive topline [...]
Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1
Our 12th annual research project focuses on the hot topic of innovation. In this first of two posts we look at the relationship between innovation and cost cutting: have big brands focused less [...]
Re-inventing retail: Brompton Bikes
“Whoever said retail was dead ?! It simply needs to evolve,” rightly pointed out Simon Rosenberg, Brompton Bicycle’s Global Head of Retail, when announcing (1) the opening of the brand’s new [...]
How Apple’s distinctive design dominated the smartwatch market
Impressive results for the Apple Watch caught my eye this week, with the brand winning a 54% global share of smartwatches in Q1 2019, with sales growing at c. 20% (1). It is four times the size [...]
Corona Protect Paradise: BRAND social responsibility in action
Last week I stocked up on Corona for a gathering at home organised by one of my daughters, Chloé. And whilst putting the beers in the fridge, I noticed an on-pack promotion: Plastic Doesn’t [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Brand-led business, Distinctive products & services, Social mission
Posted Bringing to life a vision: ’Housing Britain’ by the Prince’s Foundation’s
Today I found inspiration on bringing to life a brand vision from an unusual source: Housing Britain: A Call to Action from The Prince’s Foundation, whose leader is Prince Charles (1). The report [...]