David Taylor, Author at the brandgym

Apr 21 2018

Smart use of celebrity to sell more stuff: Hostelworld

By David Taylor Distinctive communication

I love the new ad from Hostelworld. It features Mariah Carey in full diva mode being shocked at being booked into a hostel but gradually warming to the better-than-expected facilities…

Apr 12 2018

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Breathing new life into old brands: rejuvenation of Mini, Sodastream and Hofmeister

By David Taylor Brand rejuvenation

“Too often, investors, entrepreneurs and established companies ignore old brands capable of being reborn,” rightly points out Luke Johnson in one of his excellent Sunday Times columns (1). As he…

Apr 05 2018

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Skippable YouTube advertising: does it really work?

By David Taylor Uncategorized

Brands invested over $3billion on YouTube advertising in the US alone in 2017, double the 2014 spend (1), with a lot of this spent on ‘pre-roll’ ads. These appear before…

Mar 27 2018

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New logo design by Santander: the good, the bad and the questionable

By David Taylor Distinctive packaging & design

We start our brandgym Mastering Brand Growth program and our brand strategy projects talking out how branding is about the whole business, not just logo design. So, I read about the…

Mar 23 2018

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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…

David Taylor

Smart use of celebrity to sell more stuff: Hostelworld

Breathing new life into old brands: rejuvenation of Mini, Sodastream and Hofmeister

Skippable YouTube advertising: does it really work?

New logo design by Santander: the good, the bad and the questionable

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

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