• Services
  • Quality@Speed
  • Team
    • DAVID TAYLOR – GLOBAL
    • DAVID NICHOLS – GLOBAL
    • ANNE CHARBONNEAU – GLOBAL
    • JON GOLDSTONE – UK/GLOBAL
    • DIEGO KERNER – LATAM
    • PRASAD NARASIMHAN – ASIA
    • BEATRIZ MARTINEZ – MEXICO
    • Associates
  • Clients
  • Books
  • Blog
  • Academy
  • Contact
    • david@thebrandgym.com
    • davidn@thebrandgym.com
    • anne@thebrandgym.com
    • jon@thebrandgym.com
    • diego@thebrandgym.com
    • prasad@thebrandgym.com
    • bety@thebrandgym.com
brand-led growth brand-led growth
  • Services
  • Quality@Speed
  • Team
    • DAVID TAYLOR – GLOBAL
    • DAVID NICHOLS – GLOBAL
    • ANNE CHARBONNEAU – GLOBAL
    • JON GOLDSTONE – UK/GLOBAL
    • DIEGO KERNER – LATAM
    • PRASAD NARASIMHAN – ASIA
    • BEATRIZ MARTINEZ – MEXICO
    • Associates
  • Clients
  • Books
  • Blog
  • Academy
  • Contact
    • david@thebrandgym.com
    • davidn@thebrandgym.com
    • anne@thebrandgym.com
    • jon@thebrandgym.com
    • diego@thebrandgym.com
    • prasad@thebrandgym.com
    • bety@thebrandgym.com

Archives

Author Archive for: "david"
 Distinctive brand assets: harnessing their full potential (part 1)
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By David Taylor
In Distinctive brand activation, Distinctive communication, Distinctive packaging & design, Distinctive products & services
Posted September 27, 2023

Distinctive brand assets: harnessing their full potential (part 1)

This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this first of two posts, we look at the importance [...]

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 Strategic stretching: Hubba Bubba Ice Lollies
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By David Taylor
In Innovation to Stretch into New Markets
Posted September 20, 2023

Strategic stretching: Hubba Bubba Ice Lollies

News of the Hubba Bubba bubblegum brand launching a new range of ice lollies grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our book Brand Stretch [...]

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 Tyrells Tackle the tyranny of price promotion
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By David Taylor
In Distinctive communication
Posted September 13, 2023

Tyrells Tackle the tyranny of price promotion

This week, I came across the fascinating story of how The Tyrells brand of upmarket crisps* tackled the tyranny of price promotion. The brand owner, KP Snacks, bravely restored the brand’s [...]

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 Using celebrities and influencers to drive distinctiveness
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By David Taylor
In Distinctive brand activation, Distinctive communication
Posted September 6, 2023

Using celebrities and influencers to drive distinctiveness

Brands spend many millions of pounds on getting celebrities and influencers to endorse them. How can you maximise the effectiveness of this investment in driving distinctiveness? Cathal Gillen of [...]

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 Being brave to break category codes: Whispering Angel
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By David Taylor
In Distinctive packaging & design, Distinctive products & services, Driving Distribution
Posted August 30, 2023

Being brave to break category codes: Whispering Angel

What better subject for a summer blog post could there be than rosé wine? I’m certainly looking forward to sipping a glass or more on an upcoming Taylor family holiday to the South of [...]

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 Digging for treasure in your brand archive: Snickers
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By David Taylor
In Distinctive communication, Grow Your Core Business
Posted August 23, 2023

Digging for treasure in your brand archive: Snickers

New research from brandgym partner agency System 1 shows how ‘digging for treasure’ in your brand archive has the potential to pay off. The agency re-tested one of the first ever ads [...]

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 Expedia’s Crazily Cryptic New Campaign
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By David Taylor
In Distinctive communication
Posted August 16, 2023

Expedia’s Crazily Cryptic New Campaign

I’ve written before about the problem of brands “laddering” too high into the emotional stratosphere, losing all touch with the product. But the latest poster campaign from Expedia takes things [...]

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 How to leverage your brand assets like Llyods
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By David Taylor
In Distinctive communication
Posted August 9, 2023

How to leverage your brand assets like Llyods

Post by David Nichols, Group Managing Partner and Global Head of Invention. Lloyds bank is great example of creating, applying and building distinctive brand assets. I posted here about their [...]

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 Rimova beautifully blends function and emotion
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By David Taylor
In Distinctive communication, Distinctive products & services
Posted August 1, 2023

Rimova beautifully blends function and emotion

We are often told that we have to choose between communicating the brand or selling the product. A simple one page press advert from the Rimowa brand of luggage shows how it is possible to break [...]

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 The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX
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By David Taylor
In Distinctive packaging & design
Posted July 28, 2023

The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

Elon Musk’s decision to kill off the Twitter brand and replace it with ‘X’ grabbed headlines this week. Some called the Twitter rebranding move as brave and visionary. Most saw [...]

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