David Taylor, Author at the brandgym

Mar 08 2023

The Sunspel brand rejuvenation: back from the brink

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose

An email from Sunspel, one of my favourite fashion brands, grabbed my attention today. Sunspel is a great example of rejuvenation, telling stories about its heritage whilst being up to…

Feb 28 2023

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Practical brand strategy: top capability priority for CMOs

By David Taylor Covid Crisis, Marketing training

Which marketing capability is the most important to work on in 2023 as you think about your marketing training priorities? Marketing Directors were asked this question in a survey by…

Feb 21 2023

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KILLING LILT: COCA-COLA BRAND FOCUS IN ACTION

By David Taylor Brand Portfolios & Architecture

This week saw news that Coca-Cola was killing off the Lilt brand of soft drink. The Lilt product is being re-launched as Fanta Pineapple & Grapefruit. This could be seen…

Feb 16 2023

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Innocent’s Big Knit at 20: A brilliant brand property

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

I first posted on Innocent's Big Knit campaign 16 years ago, back in 2007. People are invited to knit small hats which then go on top of Innocent smoothie bottles.…

Feb 10 2023

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UNBOXING VOLVO’S BRAND REVITALISATION

By David Taylor Brand rejuvenation

Back in 2010, the Volvo brand was seen as solid: famous for safety but rather boring. “Buying a Volvo is like going to the dentist: something you have to do…

Feb 01 2023

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Casio, Piqué and Shakira: a missed opportunity for Influencer Advocacy?

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose

Recent massive media coverage prompted by Shakira's latest hit song, BZRP Music Session #53, presented some interesting learning about 'influencer advocacy'. This involves a celebrity promoting a product because they like…

Jan 25 2023

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How to make your brand recession-proof?

By David Taylor 'Turbo Charged' Marketing Plans

Times are tough as we enter 2023, with The Bank of England warning of the longest recession since the 1930s. It seems a good time to re-visit and refresh the…

Jan 20 2023

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TURN NEW YEAR RESOLUTIONS INTO NEW HABITS

By David Taylor Leadership & performance

By this time in January, many people have given up on their New Year's resolutions. January 12th was highlighted as "quitters day" by the Strava, the social network for athletes.…

Jan 11 2023

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TRUE BRAND PARTERSHIP: COCA COLA at GALAXY’S EDGE in DISNEYLAND

By David Taylor Distinctive packaging & design

Post by brandgym partner Bety Martinez, based in Mexico City. Brand partnerships can often feel forced; a marriage of convenience rather than a strategic alliance creating synergy for both parties.…

Jan 04 2023

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The 7 Deadly Sins of Brand Bureaucracy

By David Taylor Brand-led business

Our first post of 2023 revisits and refreshes the first ever brandgym article. The 7 Deadly Sins of Brand Bureaucracy was published 20 years ago this week in Market Leader magazine. I…

David Taylor

The Sunspel brand rejuvenation: back from the brink

Practical brand strategy: top capability priority for CMOs

KILLING LILT: COCA-COLA BRAND FOCUS IN ACTION

Innocent’s Big Knit at 20: A brilliant brand property

UNBOXING VOLVO’S BRAND REVITALISATION

Casio, Piqué and Shakira: a missed opportunity for Influencer Advocacy?

How to make your brand recession-proof?

TURN NEW YEAR RESOLUTIONS INTO NEW HABITS

TRUE BRAND PARTERSHIP: COCA COLA at GALAXY’S EDGE in DISNEYLAND

The 7 Deadly Sins of Brand Bureaucracy

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