David Taylor, Author at the brandgym

Sep 16 2025

How to avoid the problem of “over-branding”?

By David Taylor Brand Portfolios & Architecture

A recent client workshop highlighted the challenge of what I call "overbranding". This is where new products or even just new features get their own shiny new brand, including a…

Sep 10 2025

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How Bold Beans tranformed a Basic Ingredient into a Premium Brand

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

Beans. Not exactly the sexiest category! Most marketers wouldn’t pick them as the battleground for premium innovation. But that’s exactly what Bold Bean Cº founder Amelia Christie-Miller has done, according…

Sep 03 2025

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Using Value Innovation to Drive Profitable Growth: Ruby Hotels

By David Taylor Value innovation

A recent stay at the Ruby Lilly hotel in Munich reminded me of the power of value innovation. This concept was made famous in the strategy classic Blue Ocean Strategy…

Aug 27 2025

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How Short-form Video Can Build Your Brand and Convert: new research

By David Taylor Distinctive communication

Much has been written about ad effectiveness in traditional media like TV. But what about short form media, which has become one of the most important channels for brands communication…

Aug 20 2025

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B2B marketing doesn’t have to be boring: Work.Life

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication

B2B marketing can often lacks distinctiveness. On a project for a big insurance company we names this issue "the sea of blue": every brand used the same colour and also…

Aug 06 2025

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Apple: the ultimate ecosystem brand

By David Taylor Distinctive products & services, Uncategorised

Apple recently reported record quarterly revenue for its services business of $27billion, up 13%. Services like Apply Pay, iCloud and Apple TV+ now account for almost 30% of the brand’s…

Jul 30 2025

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Strategic brand stretch: New York Bakery Company

By David Taylor Innovation to Stretch into New Markets

Brand stretch is one of the most tempting growth strategies for a brand. But it is incredibly hard to get right, and the risk of failure is high. That’s why…

Jul 23 2025

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Beyond sponsorship to brand integration: eBay x Love Island

By David Taylor 'Turbo Charged' Marketing Plans

Chatting to one of my 20-something daughters inspired the subject of this week's post: eBay's sponsorship of Love Island. eBay didn't just resort to a lazy logo slap at the…

Jul 10 2025

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How Brand Stretch Can Help Grow the Core: Lessons from Curry’s

By David Taylor Grow Your Core Business, Innovation to Stretch into New Markets

An FT article on Currys turnaround grabbed my attention today (1). The electrical goods retailer reported annual sales up 3%, with pre-tax profits growing by more than 1/3. And the…

Jul 03 2025

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CROSTA MOLLICA – ITALIAN FOR BRAND LED GROWTH

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

I’ve spent over 30 years working in food and drink marketing and am always on the lookout for brands that are doing remarkable things. Crosta Mollica is one of those…

David Taylor

How to avoid the problem of “over-branding”?

How Bold Beans tranformed a Basic Ingredient into a Premium Brand

Using Value Innovation to Drive Profitable Growth: Ruby Hotels

How Short-form Video Can Build Your Brand and Convert: new research

B2B marketing doesn’t have to be boring: Work.Life

Apple: the ultimate ecosystem brand

Strategic brand stretch: New York Bakery Company

Beyond sponsorship to brand integration: eBay x Love Island

How Brand Stretch Can Help Grow the Core: Lessons from Curry’s

CROSTA MOLLICA – ITALIAN FOR BRAND LED GROWTH

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