David Taylor, Author at the brandgym

Apr 16 2021

Lego’s constant core revitalisation

By David Taylor Core Range Extension, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business

Lego is a lockdown winner, with 2020 sales growing +13%, profits up +20% and market share gains achieved in its 12 largest markets (1). But these short term results are…

Apr 08 2021

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Busting 3 myths about broadcast TV

By David Taylor Distinctive communication

Broadcast TV is dead or at least in terminal decline. Right? This is what you would believe based on many news headlines you read. However, data on UK viewing habits…

Apr 01 2021

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Distinctive brand assets: marketers are missing a trick

By David Taylor Uncategorized

“Which distinctive brand assets should we focus on?” This smart question was asked in a recent brand strategy workshop. Research by IPOS on 2,000+ pieces of video creative can help…

Mar 26 2021

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‘Cut the crap’ leadership: James Timpson

By David Taylor Covid Crisis, Leadership & performance

James Timpson, CEO of Timpson, is in the key-cutting business, with a chain of 2,000+ key-cutting and shoe repair shops. When it comes to leadership, he’s also in the crap-cutting…

Mar 19 2021

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BRAND LICENSING: THE POWER OF PARTNERSHIPS

By David Taylor Innovation to Stretch into New Markets

Post by Jon Goldstone, Managing Partner (UK & Global) Marmite has been in the news again. I saw a mixture of excitement and repulsion responding to the news that Marks…

Mar 12 2021

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Airbnb’s global brand campaign fails on fresh consistency

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

I read with interest that Airbnb was launching a new global brand campaign. A holiday is top on my lockdown-liberation wish-list, as I'm sure it is for lots of people.…

Mar 04 2021

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Going to Extremes – how Nike found their latest innovation

By David Taylor Consumer Insight, Innovation to Stretch into New Markets

Post by David Nichols, Group Managing Partner and Head of Invention. Nike is an $35bn behemoth global iconic brand that has stayed at the top of a hugely competitive market…

Feb 25 2021

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How to manage losing powerful brand properties?

By David Taylor Distinctive communication, Distinctive packaging & design

Distinctive brand properties (e.g. logos, colors, slogans, mascots) are important to stand out in today's fast paced and cluttered markets. Building strong brand properties takes years and millions of dollars.…

Feb 17 2021

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Brand Leadership lessons from high performance rowing

By David Taylor Leadership & performance

Guest post with brandgym intern Calum Betteley, who shares brand leadership learning from his experience as an elite rower. Calum rowed for team GB in the Junior European Championships in…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven 'workouts' from our brandgym Academy Mastering Brand Growth Program. I also explore…

David Taylor

Lego’s constant core revitalisation

Busting 3 myths about broadcast TV

Distinctive brand assets: marketers are missing a trick

‘Cut the crap’ leadership: James Timpson

BRAND LICENSING: THE POWER OF PARTNERSHIPS

Airbnb’s global brand campaign fails on fresh consistency

Going to Extremes – how Nike found their latest innovation

How to manage losing powerful brand properties?

Brand Leadership lessons from high performance rowing

7 brand building steps that doubled Peloton’s business

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