David Taylor, Author at the brandgym

Aug 26 2020

The power of strengths based leadership

By David Taylor Internal engagement, Leadership & performance, Personal purpose

One of my favourite activities during lockdown was using Gallup's StrengthsFinder method with all five members of the Taylor family, including Mrs Taylor and my three daughters (aged 18, 18 and 21).…

Aug 19 2020

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‘Bake the brand’ into EVERYTHING you do like Orlebar Brown

By David Taylor Brand-led business, Distinctive packaging & design, Distinctive products & services

The hallway of the Taylor residence has taken on the look of a post office sorting room during lockdown, with piles of packages arriving or being re-packed up ready for…

Aug 12 2020

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Bó bank is no bank: the risks of new brand launches

By David Taylor Big brands under attack, Distinctive products & services, Innovation to Stretch into New Markets

High street banking group RBS's closure of its new digital bank Bó shows the risks of launching new brands to compete with smaller 'insurgent' brands. In this case, RBS was trying…

Aug 05 2020

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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

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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…

David Taylor

The power of strengths based leadership

‘Bake the brand’ into EVERYTHING you do like Orlebar Brown

Bó bank is no bank: the risks of new brand launches

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?

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