David Taylor, Author at the brandgym

Nov 28 2018

Why is Direct Line’s brand strategy “best-in-class”?

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive products & services

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built…

Nov 21 2018

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Building an effective brand character

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive packaging & design

'Brand properties' help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a 'brand character' is one of the…

Nov 14 2018

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Busting the myths of brand loyalty

By David Taylor Grow Your Core Business

"Focusing on driving loyalty with existing customers is the best way to grow, right?" asked the CMO of a major retail client this week. "Analysis shows that if we get loyal…

Nov 07 2018

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Distinctiveness vs. differentiation: who is right?!

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

In a recent brand-led innovation project, we discussed Mark Ritson's latest column that has added fuel to the fire of debate about distinctiveness versus differentiation (1). "There is a worrying trend…

Oct 31 2018

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Effective range architecture: 5 key insights

By David Taylor Brand Portfolios & Architecture

At my local Dutch supermarket yesterday, I stared in utter confusion at the shelf of soya drinks, faced with explosion of possible choices & combinations. And I'm not alone. In supermarkets…

Oct 24 2018

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Big brands fight back

By David Taylor Big brands under attack

In this final post on 'big brands under attack', we propose how big brands are fighting back, covering both brand strategy and operating model. In a previous post here we showed…

Oct 19 2018

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Brand Architecture for Business Growth

By David Taylor Brand Portfolios & Architecture

Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries…

Oct 11 2018

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Why are small insurgent brands growing?

By David Taylor Big brands under attack

Headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’; some articles go as far as predicting the demise of big brands altogether.…

Oct 05 2018

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Are big brands really doomed?

By David Taylor Big brands under attack

The headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’, such as Halo Top ice cream, Skinny Pop popcorn and Dollar Shave…

Sep 27 2018

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8 consumer intimacy methods for a connected world

By David Taylor Consumer Insight

Getting close to consumers to build 'consumer intimacy' has always been a priority for marketers. And, if anything, this is becoming more important in today’s world where attitudes and habits…

David Taylor

Why is Direct Line’s brand strategy “best-in-class”?

Building an effective brand character

Busting the myths of brand loyalty

Distinctiveness vs. differentiation: who is right?!

Effective range architecture: 5 key insights

Big brands fight back

Brand Architecture for Business Growth

Why are small insurgent brands growing?

Are big brands really doomed?

8 consumer intimacy methods for a connected world

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