David Taylor, Author at the brandgym

Jan 18 2024

Distinctive Brand Assets: 11 ways to fully harness their potential (Part 1)

By David Taylor Distinctive brand activation, Distinctive communication, Distinctive packaging & design, Distinctive products & services

Distinctive brand assets (DBAs) are a hot topic. 100% of marketing directors agree that DBAs are an important driver of growth in our brandgym research, with 87% rating them extremely…

Jan 10 2024

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Brilliant brand activation: WD-40 Repair Challenge

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive brand activation

Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron…

Jan 03 2024

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HOW CAN YOU MAKE YOUR NEW YEAR RESOLUTIONS STICK?

By David Taylor Leadership & performance

Many people give up on their New Year's resolutions by January 12th. This date was highlighted as "quitters day" by the Strava, the social network for athletes. A mere 8%…

Dec 27 2023

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2023 IN REVIEW: TOP POSTS (PART 2)

By David Taylor Brand-led business

As 2023 draws to a close, it’s time to look back at some highlights from the 52 blog posts we’ve published in the last 12 months. We’ve picked the most…

Dec 20 2023

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2023 IN REVIEW: TOP POSTS (PART1)

By David Taylor Brand-led business

As 2023 draws to a close, it’s time to look back at some highlights from the 52 blog posts we’ve published in the last 12 months. We’ve picked the most…

Dec 13 2023

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Smart Use of Secondary Packaging: Veuve Clicquot

By David Taylor Distinctive packaging & design, Grow Your Core Business

I posted a few weeks on the amazing job Veuve Clicquot has done in consistently bringing to life and amplifying their brand assets, in particular their yellow (or orange?) colour.…

Dec 06 2023

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Is that Heinz? Using your brand to solve a business issue

By David Taylor Brand-led business, Distinctive communication, Distinctive packaging & design, Distinctive products & services

I love coming across examples of brand campaigns that solve real business issues. Not trying to indirectly influence the business. Identifying a tangible barrier to growth and finding a creative…

Nov 29 2023

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Using a Brand Character to Create Cut-Through

By David Taylor Distinctive communication, Distinctive packaging & design

Brand characters are the second most effective form of distinctive brand asset, beaten only by jingles, according to research by brandgym partner agency Distinctive BAT (see below) (1). This confirms learning…

Nov 24 2023

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Relentless Core Rejuvenation: Apple Watch

By David Taylor Core Range Extension, Grow Your Core Business

This week, I’ve had fun trying out my new Apple Watch Series 9, a birthday present from Mrs Taylor. It replaced the Series 1 watch bought at launch, back in…

Nov 17 2023

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“Making a brand asset shine: Veuve Clicquot

By David Taylor Uncategorized

A press ad from Veuve Clicquot brightened up my Saturday morning this week (below). The execution is part of the brand’s Hello Sunshine campaign, which launched back in 2022. As a footnote in…

David Taylor

Distinctive Brand Assets: 11 ways to fully harness their potential (Part 1)

Brilliant brand activation: WD-40 Repair Challenge

HOW CAN YOU MAKE YOUR NEW YEAR RESOLUTIONS STICK?

2023 IN REVIEW: TOP POSTS (PART 2)

2023 IN REVIEW: TOP POSTS (PART1)

Smart Use of Secondary Packaging: Veuve Clicquot

Is that Heinz? Using your brand to solve a business issue

Using a Brand Character to Create Cut-Through

Relentless Core Rejuvenation: Apple Watch

“Making a brand asset shine: Veuve Clicquot

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