David Taylor, Author at the brandgym

Jul 24 2019

Brand revitalisation needs strategy AND people: Pascual

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Brand-led business, Leadership & performance

Brand revitalisation of an old and slightly dusty brand is one of the greatest challenges in marketing. And this was just the challenge faced by Mar Doñate, Marketing Director of Spanish…

Jul 17 2019

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WD-40’s culture: a ‘M.A.P.’ for people & business growth

By David Taylor Internal engagement, Leadership & performance

A recent article on the WD-40 Company's culture by Whitney Johnson (1) shows how developing, challenging and growing people has driven high employee engagement of three times the US norm (below).…

Jul 08 2019

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Building brilliant brand properties: inspiration from the women’s World Cup

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication

Post by Jon Goldstone, Managing Partner (UK/Global) based in London. I’ve really enjoyed the women’s soccer World Cup (even though England just missed out on the final!). The quality of the…

Jul 03 2019

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A sorry Saga of unsuccessful brand stretching

By David Taylor Distinctive products & services, Grow Your Core Business, Innovation to Stretch into New Markets

Saga’s recent woes show the perils of unsuccessful brand stretching: going too far, too fast, and neglecting the core (1). The insurance and travel provider for the over-50s recently announced…

Jun 26 2019

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Can Kapten capture share from Uber?

By David Taylor Big brands under attack, Distinctive communication, Distinctive products & services

A email inviting me to sign up to a new car-booking called Kapten grabbed my attention this week. Kaptain is one of several new ‘insurgent’ brands launching in London this…

Jun 19 2019

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Secrets of successful six second ads

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication

Digital video ad spending is exploding and forecast to double by 2022 (1). But 65% of people skip digital video adverts, rising to 84% for mobile video which account for…

Jun 12 2019

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Brand refreshment to drive REACH: Ikea’s new city store

By David Taylor Big brands under attack, Brand rejuvenation, Driving Distribution

Post by Anne Charbonneau, Managing Partner based in Amsterdam. Between two client meetings in Paris I saw what looked like the opening of a cool tech or sports store, with…

Jun 05 2019

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The power of ‘brand-led’ design

By David Taylor Distinctive packaging & design

Post by Prasad Narasimhan, Managing Partner based in Bangalore. Design and branding are two disciplines that are core to how brands appeal to consumers. However, the two are often seem…

May 29 2019

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How to make a new recruit’s 1st day at work special?

By David Taylor Internal engagement, Leadership & performance

The first day in a new job is an important and nerve-wracking one for a new hire; first impressions matter. Huel, the nutritional food brand, seems to have recognised this,…

May 22 2019

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Heck: a sizzling sausage success story

By David Taylor Core Range Extension, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Grow Your Core Business

Post by Simon Gore, Managing Partner and our Head of Brand Identity & Naming. We love growth stories about sausage brands like Heck, the subject of this post, as they…

David Taylor

Brand revitalisation needs strategy AND people: Pascual

WD-40’s culture: a ‘M.A.P.’ for people & business growth

Building brilliant brand properties: inspiration from the women’s World Cup

A sorry Saga of unsuccessful brand stretching

Can Kapten capture share from Uber?

Secrets of successful six second ads

Brand refreshment to drive REACH: Ikea’s new city store

The power of ‘brand-led’ design

How to make a new recruit’s 1st day at work special?

Heck: a sizzling sausage success story

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