David Taylor, Author at the brandgym

Jul 31 2018

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…

Jul 17 2018

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Why big brands win in eCommerce retail, not small ones

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

Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally…

Jul 10 2018

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BA’s World Cup ad: big brands can be agile too

By David Taylor Distinctive communication

Big brands get a lot of stick for being slow and cumbersome compared to smaller ‘insurgent’ brands. But British Airways (BA) show how big brands can be agile, with their brilliant…

Jul 05 2018

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Creating a ‘service signature’: Westin Gear Lending

By David Taylor Distinctive products & services

During a recent stay at The Westin Hotel in Cape Town I came across a great example of a 'service signature': a distinctive, memorable and scaleable customer experience that dramatises the…

Jun 27 2018

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Tysons Foods turbo-charged growth shows big brands are NOT doomed

By David Taylor Brand rejuvenation, Brand-led business

The tale of two food companies shows that big consumer goods brands are NOT doomed to decline, despite the negative predictions to this effect in many newspapers and consultancy reports. “Food…

Jun 21 2018

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Corporate brand positioning: focus on benefits, not values

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

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers etc.) (1). The…

Jun 14 2018

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Farmdrop: building a brilliant brand-led business

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

This week I learnt first-hand how Farmdrop has built its business by leading with a brilliant product, supported by a social & ethical mission. The Farmdrop website and mobile app allows…

Jun 06 2018

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3 practical ways to be more agile

By David Taylor Innovation to Stretch into New Markets

We posted recently about the need to increase your 'Adaptability Quotient' (AQ) to make your brand and business stronger. Research we are running right now confirms that being more agile…

David Taylor

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

Why big brands win in eCommerce retail, not small ones

BA’s World Cup ad: big brands can be agile too

Creating a ‘service signature’: Westin Gear Lending

Tysons Foods turbo-charged growth shows big brands are NOT doomed

Corporate brand positioning: focus on benefits, not values

Farmdrop: building a brilliant brand-led business

3 practical ways to be more agile

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