David Taylor, Author at the brandgym

May 27 2022

FRESH CONSISTENCY HELPS TOP GUN FLY HIGH

By David Taylor Brand rejuvenation

I’ve just stepped out of the cinema having watched Top Gun: Maverick with fellow brandgym partner David T. And wow, what a film! As an acrobatic pilot myself (more on that in…

May 22 2022

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Brand rejuvenation: the fall and rise of Levi’s

By David Taylor Brand rejuvenation

It’s easy to get carried away by the creative brilliance of a one-off, stand-alone campaign. But the most instructive case studies look at long term brand evolution. One such case…

May 13 2022

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Product-led PR boosts Big Soup from Heinz

By David Taylor Distinctive communication, Distinctive products & services

Brand teams try many things to get PR coverage including events, stunts and pop-up stores. But best of all in my book is 'product-led PR', where talkabilty is 'baked in'…

May 05 2022

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Purpose to Drive Performance: Harlequins Rugby

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance

This week I'm glued to Prep to Win, a new Amazon Prime series. This 'fly on the wall' sports documentary follows Harlequins, the rugby team I've supported for 15 years.…

Apr 28 2022

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BRAND MARKETING BENEFITS AIRBNB

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

Airbnb reported its strongest ever quarterly results in the 4th quarter of 2021. Revenue of $1.5bn was up 38% vs. 2019. At the same time, sales and marketing spend decreased…

Apr 20 2022

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Image wrapper branding: the Evri name change

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

I thought I had seen it all when it comes to name change nonsense, with abrdn a recent example I posted on. But then my dad brought to my attention…

Apr 13 2022

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Fresh Consistency in action: Lloyds Bank’s Black Horse

By David Taylor Distinctive communication

Hot on the heels of last week's post on brand assets, here's a post from Group Managing Partner David Nichols on a brand that definitely HAS treasured and managed its…

Apr 06 2022

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Has Barilla Ditched Distinctive Brand Assets?

By David Taylor Distinctive packaging & design

Distinctive brand assets such as logos, slogans and colours are valuable. So, any change should be carefully considered and managed. Barilla recently announced such a change with their new logo.…

Mar 31 2022

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Brilliant brand activation: Visit Nature by Nature Valley

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication

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…

Mar 24 2022

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Mr Kipling Ice Cream: brilliant or bonkers brand stretch?

By David Taylor Innovation to Stretch into New Markets

The recent brand stretch of Mr Kipling* from cakes into ice cream caught my attention on Linked In. The new product has been launched exclusively in the Iceland store chain.…

David Taylor

FRESH CONSISTENCY HELPS TOP GUN FLY HIGH

Brand rejuvenation: the fall and rise of Levi’s

Product-led PR boosts Big Soup from Heinz

Purpose to Drive Performance: Harlequins Rugby

BRAND MARKETING BENEFITS AIRBNB

Image wrapper branding: the Evri name change

Fresh Consistency in action: Lloyds Bank’s Black Horse

Has Barilla Ditched Distinctive Brand Assets?

Brilliant brand activation: Visit Nature by Nature Valley

Mr Kipling Ice Cream: brilliant or bonkers brand stretch?

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