David Taylor, Author at the brandgym

Oct 26 2022

Marcus from Goldman Sachs: A Stretch Too Far?

By David Taylor Innovation to Stretch into New Markets

Investment bank Goldman Sachs announced this week that it was retreating from its attempt to fully stretch into consumer banking, six years after launching the Marcus brand. "After product delays,…

Oct 18 2022

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Vaseline grow the core for 150 years and more

By David Taylor Global branding, Grow Your Core Business

I'm always on the hunt for new examples of growing the core, to use in our brandgym projects and on our brandgym Mastering Brand Growth program. Growing the core is…

Oct 11 2022

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Facebook and the Metaverse: losing focus on the core?

By David Taylor Brand Portfolios & Architecture, Naming

Facebook founder Mark Zukerberg's 'pivot' to put all his eggs in the metaverse* basket hit the headlines this week, for the wrong reasons. "Zuckerberg's bet on the metaverse grows riskier,"…

Oct 07 2022

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The Expectation Effect: How Mindset Can Transform Your Life

By David Taylor Leadership & performance

"Transforming your life" is quite a claim for a book to make. But having read The Expectation Effect by David Robinson, I can see how the book's principles can indeed…

Sep 29 2022

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Annual marketing planning: still relevant in an always-on world?

By David Taylor 'Turbo Charged' Marketing Plans

This year's brandgym research project looked at the annual marketing planning process (sometimes called ‘brand planning’) and how to make it more effective. First, we wanted to explore whether the annual marketing…

Sep 19 2022

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Patagonia: Practical Lessons for Brand Purpose

By David Taylor Brand Vision, Positioning & Purpose

Linked In this week was full of marketers applauding Patagonia for handing the company to a trust tackling climate change. The Chouinard family has split its shareholding between two new…

Sep 14 2022

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Revitalisation helps Breitling brand fly higher

By David Taylor Brand rejuvenation

A pull-out newspaper supplement for luxury watch brand Breitling grabbed my attention this week (see below). The second edition of The Breitling Chronicle covered the re-launch of the Superocean collection.…

Sep 07 2022

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Driving Distinctiveness to take on big brands: Orchard Pig

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution

Participants on the Mastering Brand Growth program often ask about how to grow small brands with limited marketing budgets. For such 'challenger brands', the key is to drive distinctiveness through…

Aug 31 2022

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Creative inspiration from comedy: John Cleese

By David Taylor Leadership & performance

I just finished reading a fun and insightful book by comedian John Cleese: Creativity A Short and Cheerful Guide. As you can see from the image below, there are plenty…

Aug 24 2022

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Powerful insights: how to generate them?

By David Taylor Consumer Insight

Consumer insight is invaluable to marketers. All iconic brands have been built on strong insights, which continue to liberate brand growth for a long time. Yet, we know how rare…

David Taylor

Marcus from Goldman Sachs: A Stretch Too Far?

Vaseline grow the core for 150 years and more

Facebook and the Metaverse: losing focus on the core?

The Expectation Effect: How Mindset Can Transform Your Life

Annual marketing planning: still relevant in an always-on world?

Patagonia: Practical Lessons for Brand Purpose

Revitalisation helps Breitling brand fly higher

Driving Distinctiveness to take on big brands: Orchard Pig

Creative inspiration from comedy: John Cleese

Powerful insights: how to generate them?

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