David Taylor, Author at the brandgym

Oct 14 2026

Fifty years of fresh consistency: lessons from Sir Paul Smith

By David Taylor Brand rejuvenation

How do you keep your brand fresh not for 10, 20 or even 30 years, but for more than five decades? Inspiration on how to do this came in a…

Oct 07 2026

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Jaguar’s controversial Type 01: a better balance of freshness & consistency?

By David Taylor Brand rejuvenation

I was critical of Jaguar’s controversial 2024 relaunch. The surreal “Copy Nothing” communication campaign featured models in a range of bizarre and brightly coloured outfits without a car in sight.…

Sep 30 2026

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“Inspiring a Creative Life”: fresh consistency for the brandgym blog

By David Taylor Creative life

How to keep a blog fresh after 25 years and 1,750 posts? That's the question I've been asking myself as we head towards 2027. Since starting the brandgym blog back…

Sep 23 2026

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Driving distinctiveness versus a category leader: Outland Stout

By David Taylor Challenger brands

How do you drive distinctiveness in a category with a strong brand leader? A recent Linked In article talked about the Outland brand trying to do this in stout, going…

Sep 16 2026

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Bring your Brand to Life From the Inside Out like Crosta Mollica

By David Taylor Internal engagement, Leadership & performance

A powerful brand vision should do more than look good on a PowerPoint slide. It should align the organisation, energise the team and inspire people to deliver the brand consistently…

Sep 08 2026

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3 key lessons from Olaplex on managing a brand crisis

By David Taylor Uncategorised

This is a guest post from Ali Zouitene, an Independent Brand Strategist and Market Analyst. Ali sent us this analysis in response to a previous brandgym blogpost and we liked…

Sep 03 2026

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8 tips to successfully start a small solo business

By David Taylor Leadership & performance, Soloing & small business

Have you thought about leaving the comfort of corporate life to start your own consultancy or advisory business? How can you maximise the chances of successfully making this big leap…

Aug 26 2026

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How to identify the real drivers of distinctiveness?

By David Taylor Distinctive packaging & design

Distinctive brand assets are now firmly on the brand-building agenda. Most marketers know that assets such as colours, shapes, icons, characters and logos can help build mental availability, making a…

Aug 19 2026

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BNatural Coconut Cola: 5 principles for launching a premium challenger brand

By David Taylor Challenger brands

The Indian cola market is fizzing. Despite rising concerns about sugar, the category has been growing strongly over the last three years, with value CAGR of around 12-15%. This growth…

Aug 12 2026

Love1

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…

David Taylor

Fifty years of fresh consistency: lessons from Sir Paul Smith

Jaguar’s controversial Type 01: a better balance of freshness & consistency?

“Inspiring a Creative Life”: fresh consistency for the brandgym blog

Driving distinctiveness versus a category leader: Outland Stout

Bring your Brand to Life From the Inside Out like Crosta Mollica

3 key lessons from Olaplex on managing a brand crisis

8 tips to successfully start a small solo business

How to identify the real drivers of distinctiveness?

BNatural Coconut Cola: 5 principles for launching a premium challenger brand

Will AI replace or augment collaboration and creativity?

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