David Taylor, Author at the brandgym

Jul 08 2026

Stella Artois x Wimbledon: beyond brand sponsorship to brand integration

By David Taylor Distinctive packaging & design

Too much brand sponsorship is still stuck in “logo land”. Buy the rights, slap your logo on the event, add a few social posts and hope some of the partner’s…

Jul 01 2026

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Brilliant brand building in one simple display: Aperol Spritz

By David Taylor Grow Your Core Business

Sometimes, smart marketing is not a big new ad campaign, a new product a purpose-led manifesto. Take as example the secondary display by Aperol I saw in my Sainsbury’s store…

Jun 25 2026

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5 Success Factors for Effective Out of Home (OOH)

By David Taylor Distinctive communication

Out-of-home (OOH) advertising should be one of the most powerful brand-building tools available to marketers. It is public, high-reach, trusted and part of everyday life. But a study by System1…

Jun 18 2026

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Ferrari Luce: a better brand revitalisation than Jaguar’s relaunch?

By David Taylor Brand rejuvenation

Last year, we posted on the controversial relaunch of Jaguar as an all-electric luxury brand. We suggested that the radical reinvention made the mistake of ditching distinctive brand assets. It…

Jun 10 2026

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Yorkshire Iced Tea’s Proper brand stretch

By David Taylor Innovation to Stretch into New Markets

The recent brand stretch of Yorkshire Tea from black tea to iced tea caught my attention on Linked In this week. After an out-of-home launch last year in bottles, single…

Jun 03 2026

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Should have built your brand like Specsavers

By David Taylor Brand-led business, Distinctive brand activation, Distinctive communication, Grow Your Core Business

A recent interview with Specsavers' CEO John Perkins reminded us about what an amazing example of fresh consistency the Specsavers brand is. And this fresh consistency has paid off big…

May 27 2026

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Inch’s cider shows how to challenge established brands

By David Taylor Challenger brands

Challenging established brands is not easy, especially when the new market is in decline. One brand that is rising to this challenge is Inch’s cider. The brand was launched in…

May 19 2026

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Spotify’s new app icon: s**t or hit?

By David Taylor Distinctive packaging & design

Spotify's new app icon has sparked a lot of debate. To mark their 20th anniversary, a sparkly green disco ball has replaced the familiar green circle. Many reactions have been…

May 15 2026

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Bottling the magic of Founder Brands

By David Taylor Founder brands

Founder Brands have a special sort of magic. They grow from instinct, energy and passion. However, there comes a point where a clear brand strategy can really help founders take…

May 05 2026

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MONTBLANC: A HERITAGE BRAND WRITING ITS NEXT CHAPTER

By David Taylor Brand rejuvenation, Grow Your Core Business

A full-page advertorial for the Montblanc brand in the Financial Times go me thinking this week. In a digitally dominated world, how is a brand famous for pens and handwriting…

David Taylor

Stella Artois x Wimbledon: beyond brand sponsorship to brand integration

Brilliant brand building in one simple display: Aperol Spritz

5 Success Factors for Effective Out of Home (OOH)

Ferrari Luce: a better brand revitalisation than Jaguar’s relaunch?

Yorkshire Iced Tea’s Proper brand stretch

Should have built your brand like Specsavers

Inch’s cider shows how to challenge established brands

Spotify’s new app icon: s**t or hit?

Bottling the magic of Founder Brands

MONTBLANC: A HERITAGE BRAND WRITING ITS NEXT CHAPTER

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