David Taylor, Author at the brandgym

Mar 23 2018

The danger of ditching distinctive assets: the Mr Kipling brand

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive packaging & design

The story of the Mr Kipling brand has some great learning about the dangers of ditching distinctive assets. Back in 2014 in a post on the cake brand I warned…

Mar 15 2018

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Rejuvenate or die: lessons from Toys R Us’ demise

By David Taylor Brand rejuvenation

I read over breakfast today how giant retailer Toys R Us will will close or sell all 885 US stores in the coming months, putting 33,000 jobs at risk (1).…

Mar 07 2018

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Why motivation matters more than emotion for effective advertising

By David Taylor Distinctive communication

"Emotion is everything" for effective communication according to many experts. The IPA prominently promote “the power of emotion in ad campaigns”, for example (1). However, this view is “an over-simplifcation…

Mar 02 2018

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The Bridge Theatre’s Julius Caesar: how to reboot your brand

By David Taylor Brand rejuvenation

Can a 418 year old play about a story that happened over 2,000 years ago provide any inspiration for your brand? The answer is a resounding “Yes”, based on my…

Feb 23 2018

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Is digital marketing killing brands?

By David Taylor Uncategorized

"Digital marketing has unleashed an obsession with efficiency, trading long-term brand-building for short-term ROI. We've put the golden goose in a battery farm of scientific efficiency, and it's killing the…

Feb 14 2018

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A Triumph of brand rejuvenation

By David Taylor Grow Your Core Business

The re-launch of Triumph motorcycles is a great example of brand rejuvenation. A surge in bike sales boosted 2016/17 revenues +22% to £499 million, with pre-tax profits growing by almost 50% (year…

Feb 09 2018

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A Genie helps the AA stretching into new markets

By David Taylor Grow Your Core Business, Innovation to Stretch into New Markets

An email from the AA breakdown service stretching into new markets grabbed my attention this morning. It was promoting Car Genie, a little device that plugs into you car and lets you…

Feb 02 2018

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Should you sell direct to consumers (D2C) and, if so, how?

By David Taylor Driving Distribution

“Should we sell direct to consumers (D2C)?” asked a consumer product goods (CPG) client in a growth vision workshop this week. Many companies are asking us the same question. And…

Jan 27 2018

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The “3 Fs”: How fame, fluency and feeling drive brand growth

By David Taylor Consumer Insight, Distinctive communication, Uncategorized

Fame, fluency and feeling are the three key drivers of brand growth, according to extensive research shared with us by one of our insight agency partners, System 1, at our…

Jan 17 2018

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Finding growth closer to the core, like Bonne Maman

By David Taylor Distinctive packaging & design, Grow Your Core Business

Too often, when it comes to innovation, brands look to stretch to new categories or bring whole new benefits before actually looking closer at the core, where there may be…

David Taylor

The danger of ditching distinctive assets: the Mr Kipling brand

Rejuvenate or die: lessons from Toys R Us’ demise

Why motivation matters more than emotion for effective advertising

The Bridge Theatre’s Julius Caesar: how to reboot your brand

Is digital marketing killing brands?

A Triumph of brand rejuvenation

A Genie helps the AA stretching into new markets

Should you sell direct to consumers (D2C) and, if so, how?

The “3 Fs”: How fame, fluency and feeling drive brand growth

Finding growth closer to the core, like Bonne Maman

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