David Taylor, Author at the brandgym

Jun 02 2021

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…

Apr 16 2021

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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…

David Taylor

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?

Lego’s constant core revitalisation

Busting 3 myths about broadcast TV

Distinctive brand assets: marketers are missing a trick

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