David Taylor, Author at the brandgym

Sep 19 2018

Uber ditches its dodgy design

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

Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time,…

Sep 10 2018

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Nike’s Kaepernick ad: provocative PR, not purpose-led branding

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad,…

Sep 05 2018

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8 failed brand extensions in the brand stretch graveyard!

By David Taylor Core Range Extension, Distinctive products & services

A reminder of how overcrowded 'the brand extension graveyard' is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1).…

Aug 29 2018

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Rejuvenating the Royal Enfield brand from the ‘inside-out’

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

Royal Enfield (RE) is a great example of a company successfully addressing one of the biggest challenges in marketing: rejuvenating a brand in trouble. Back in 2000, the Indian-based RE…

Aug 22 2018

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Lessons from a successful start-up: Tenzing

By David Taylor Brand-led business

I got some great brand inspiration from a recent meeting with Huib Van Bockel, founder of natural energy drink Tenzing. He was one of the brandgym's first clients back in his Unilever…

Jul 31 2018

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Quality in-store activation from Quality Street

By David Taylor 'Turbo Charged' Marketing Plans, Consumer Insight, Driving Distribution

Sometimes the simplest brand ideas are the best. In particular, ideas don't always have to rely on product innovation, they can be based on marketing innovation, as Quality Street* recently showed to…

Jul 27 2018

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Why big brands (not small ones) win in eCommerce

By David Taylor Driving Distribution

Apologies to everyone for the crappy quality of the visual in last week's post about big brands winning in eCommerce. Thanks to those readers who flagged this up. The images…

Jul 25 2018

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A big brand invests in its future: BP Chargemaster

By David Taylor Big brands under attack

I read with interest BP’s recent announcement (1) that it was purchasing Chargemaster, the UK’s largest electric vehicle (EV) charging company. This struck me as a good example of a…

David Taylor

Uber ditches its dodgy design

Nike’s Kaepernick ad: provocative PR, not purpose-led branding

8 failed brand extensions in the brand stretch graveyard!

Rejuvenating the Royal Enfield brand from the ‘inside-out’

Lessons from a successful start-up: Tenzing

Quality in-store activation from Quality Street

Why big brands (not small ones) win in eCommerce

A big brand invests in its future: BP Chargemaster

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