Uber ditches its dodgy design
Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time, effort and money that could have [...]
Nike’s Kaepernick ad: provocative PR, not purpose-led branding
Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, [...]
The bad and the mad of the brand extension graveyard
A reminder of how overcrowded ‘the brand extension graveyard’ is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1) with [...]
Lessons from a successful start-up: Tenzing
I got some great brand inspiration from a recent meeting with Huib Van Bockel, founder of natural energy drink Tenzing. He was one of the brandgym’s first clients back in his Unilever days, [...]
By David Taylor
Posted We Transfer: to grow the core, less is more
We Transfer’s co-founder and President Damian Bradfield explained in a recent Times article (1) how he and his team have built a successful brand by focusing on being brilliant at ONE [...]
Building a true business-to-business brand: Technogym
Using a Technogym machine at the gym today got me thinking about what a good job this company have done in building a true business-to-business brand, especially given the competitive market [...]
Why big brands (not small ones) win in eCommerce – with less crap visual!
Apologies to everyone for the crappy quality of the visual in last week’s post about big brands winning in eCommerce. Thanks to those readers who flagged this up. The images are fine on the [...]
A big brand invests in its future: BP Chargemaster
I read with interest BP’s recent announcement (1) that it was purchasing Chargemaster, the UK’s largest electric vehicle (EV) charging company. This struck me as a good example of a big brand [...]
By David Taylor
In Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution
Posted Why big brands win in eCommerce retail, not small ones
Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally savvy [...]
BA’s World Cup ad: big brands can be agile too
Big brands get a lot of stick for being slow and cumbersome compared to smaller ‘insurgent’ brands. But British Airways (BA) show how big brands can be agile, with their brilliant guerrilla-style [...]