David Taylor, Author at the brandgym

Oct 11 2022

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…

Aug 17 2022

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How promotional gifts can build your brand

By David Taylor 'Turbo Charged' Marketing Plans, Grow Your Core Business

I came across a brilliant way of using promotional gifts to build your brand on a recent trip up North to see my mum and dad. At breakfast, my mum…

Aug 10 2022

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Limited Edition Products: bad, better, best!

By David Taylor Innovation to Stretch into New Markets

More and more brands seem to be launching what I call LET-OFFs: Limited Edition Tactical OFFers. These new product launches are not serious, strategic stretching initiatives seeking to generate significant brand and business…

David Taylor

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?

How promotional gifts can build your brand

Limited Edition Products: bad, better, best!

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