David Taylor, Author at the brandgym

Mar 12 2021

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…

Feb 03 2021

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Linking company purpose and personal purpose

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

Personal brand purpose was one of the highlights of our recent global virtual brandgym partner retreat. In particular, we explored the power of translating your company brand purpose into a…

Jan 27 2021

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Practical brand strategy training: top priority for CMOs

By David Taylor Covid Crisis, Marketing training

Brand strategy training is the top priority for marketing capability, according to Gartner’s CMO Spend Survey (1), which is great to see. It is also encouraging that CMOs are focused…

Jan 22 2021

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Innovation in a Virtual World: 5 key success factors

By David Taylor Covid Crisis, Innovation to Stretch into New Markets, Workshops

At the end of December we completed one of our most successful innovation projects, without meeting a single person face to face. It wasn’t a simple brief. Our client is…

Jan 13 2021

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B2B brand distinctiveness: Boston Dynamics’ Dancing Robots

By David Taylor Distinctive communication

This week’s example of distinctive B2B brand communication comes from an unusual source: a robotics company called Boston Dynamics. The company’s owner SoftBank recently decided to sell the business. Specifically,…

Jan 06 2021

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Virtual brand workshops: 6 secrets of success

By David Taylor Covid Crisis, Workshops

Back in March 2020, I rushed back to London from a workshop in San Diego, following Trump's announcement of US border closures owing to the growing threat of Covid-19. The…

David Taylor

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

Linking company purpose and personal purpose

Practical brand strategy training: top priority for CMOs

Innovation in a Virtual World: 5 key success factors

B2B brand distinctiveness: Boston Dynamics’ Dancing Robots

Virtual brand workshops: 6 secrets of success

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