David Taylor, Author at the brandgym

Aug 12 2026

Will AI replace or augment collaboration and creativity?

By David Taylor AI

An FT article on AI grabbed my attention this week. "Is AI an exoskeleton* for the mind?" the article asked (1). This prompted me to revisit the paper we wrote…

Aug 05 2026

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The Jolly Hog: sausage, sizzle and serious growth

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

This week's post is inspired by a visit to Jolly Hog HQ in Bristol, catching up with co-founder and Harlequins rugby legend Olly Kohn. I first posted on the sausage…

Jul 08 2026

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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…

David Taylor

Will AI replace or augment collaboration and creativity?

The Jolly Hog: sausage, sizzle and serious growth

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

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