David Taylor, Author at the brandgym

Jun 24 2021

Range Extension to Grow the Core: BT Unbreakable WiFi

By David Taylor Core Range Extension, Grow Your Core Business

Broadband internet marketing tends to focus on price deals and claims about download speeds. So, it was refreshing to see an example of consumer-led marketing from BT with their new…

Jun 14 2021

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Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

By David Taylor Brand Portfolios & Architecture, Brand-led business, Naming

I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to…

Jun 10 2021

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Bumble’s CEO shares secrets of successful brand building

By David Taylor Brand-led business, Consumer Insight, Distinctive products & services

On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of 'female-first' dating app Bumble, talking about her secrets of success in…

Jun 02 2021

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Fresh consistency in action with Extra gum

By David Taylor Consumer Insight, Distinctive communication

The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. "The film…

May 28 2021

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Strategic stretching: do Warburton’s cakes have the recipe for success?

By David Taylor Innovation to Stretch into New Markets

News of the Warburton’s bread brand launching a new range of cakes grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our…

May 18 2021

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Core brand revitalisation: Formula 1 ‘Drive to Survive’

By David Taylor Grow Your Core Business

Formula 1 is a global motorsport bought for $8bn in 2016 by Liberty Media. The new owners knew they would need to make changes to capture new audiences and achieve…

May 12 2021

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Build the brand to build the business: Bloom & Wild

By David Taylor Brand-led business, Distinctive communication

Balancing short-term sales-focused marketing and marketing to build the brand was a topic of hot debate in a recent Mastering Brand Growth programme workshop. I suggested that great marketing can…

Apr 26 2021

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Name change nonsense from abrdn

By David Taylor Brand-led business, Naming

I thought I’d seen it all when it comes to name change nonsense. But no. The re-naming of Standard Life Aberdeen as abrdn has taken things to a whole new…

Apr 23 2021

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Brand extension madness: Amazon Salon?

By David Taylor Core Range Extension, Innovation to Stretch into New Markets

I read with interest today about Amazon’s brand extension plan for a new hair salon in Spitalfields Market, east London (1). Some of Amazon Salon’s service features include: Hair style…

David Taylor

Range Extension to Grow the Core: BT Unbreakable WiFi

Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

Bumble’s CEO shares secrets of successful brand building

Fresh consistency in action with Extra gum

Strategic stretching: do Warburton’s cakes have the recipe for success?

Core brand revitalisation: Formula 1 ‘Drive to Survive’

Build the brand to build the business: Bloom & Wild

Name change nonsense from abrdn

Brand extension madness: Amazon Salon?

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