David Taylor, Author at the brandgym

Aug 05 2020

Characters: effective but under-used (and mis-used) brand assets

By David Taylor Brand rejuvenation, Distinctive communication

Two examples of brands dropping characters from campaigns grabbed my attention this week. Direct Line killed off the Winston Wolf campaign, a masterclass in using ‘fresh consistency’ to boost effectiveness,…

Jul 29 2020

Love0

Adding value though packaging: Lurpak’s Butterbox

By David Taylor Core Range Extension, Distinctive packaging & design

Post by David Nichols, Group Managing Partner and Head of Invention How do you keep driving profitable growth of a leader brand, bringing in new users and delighting current ones,…

Jul 22 2020

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MAKE YOUR BRAND FIT FOR ONLINE LIKE FLINNDAL

By David Taylor Distinctive packaging & design, Driving Distribution

Post by Anne Charbonneau, Managing Parter based in Amsterdam. The importance of the online channel has sky-rocketed during the Covid crisis. Tesco reported a 49% jump in online sales (three…

Jul 15 2020

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How to pivot your brand to save your business

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight, Covid Crisis, Innovation to Stretch into New Markets, Leadership & performance

I love reading about small brands 'pivoting' to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom that dominate…

Jul 08 2020

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The nonsense of NASA’s logo changes

By David Taylor Consumer Insight, Distinctive packaging & design

Post by Bety Martinez, Partner based in Mexico City. NASA successfully launched two astronauts to the International Space Station in SpaceX's Falcon 9 capsule on May 30th. However, NASA have…

Jul 01 2020

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How has media consumption changed by generation?

By David Taylor 'Turbo Charged' Marketing Plans, Consumer Insight, Covid Crisis

I recently came across an interesting graphic illustrating increases in media consumption by lifestage during this period of pandemic-induced social isolation (1), using a Global Web Index study of 4,000 internet users…

Jun 24 2020

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Do crazy Covid times call for new comms campaigns?

By David Taylor Covid Crisis, Distinctive communication

The world of brands and marketing has changed and will never be the same again, if you believe headlines in the marketing press. So, you need to chuck out all…

Jun 17 2020

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Creating ‘signature services’ in a socially distanced world

By David Taylor Brand-led business, Covid Crisis, Distinctive products & services

Post by Remona Duquesne, Managing Partner based in Singapore. Brand experience plays a significant role in successful brand-led businesses, particularly in service sectors like travel, hospitality and retail. But how…

Jun 10 2020

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Embracing virtual working to keep brands fit: 13th Annual Research Paper

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Covid Crisis, Grow Your Core Business, Workshops

Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the fundamental…

Jun 03 2020

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How To Build a DTC Channel That Lasts Beyond Lockdown?

By David Taylor Driving Distribution

Post by Jon Goldstone, Managing Partner (Global). Consumers have never been more open to buying from brands than during the current Covid-19 crisis; social distancing and lockdowns have made shopping…

David Taylor

Characters: effective but under-used (and mis-used) brand assets

Adding value though packaging: Lurpak’s Butterbox

MAKE YOUR BRAND FIT FOR ONLINE LIKE FLINNDAL

How to pivot your brand to save your business

The nonsense of NASA’s logo changes

How has media consumption changed by generation?

Do crazy Covid times call for new comms campaigns?

Creating ‘signature services’ in a socially distanced world

Embracing virtual working to keep brands fit: 13th Annual Research Paper

How To Build a DTC Channel That Lasts Beyond Lockdown?

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