David Taylor, Author at the brandgym

Dec 18 2017

Targeting ‘Millennials’ is nonsense: it’s a life-stage, not a segment

By David Taylor Consumer Insight

'Millennials' is one of the most over-used and mis-used buzzwords in marketing today. The term is often used to mistakenly portray people aged c. 25-34 as a homogeneous segment in…

Dec 01 2017

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TV’s enduring emotional edge vs social media

By David Taylor Distinctive communication

TV is still the media that best satisfies our human need for emotional connection, according to a fascinating Video Advertising Bureau (VAB) report: ‘Be Still My Viewing Heart’. Advertising on…

Nov 24 2017

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How can big brands can fight back?

By David Taylor Grow Your Core Business, Uncategorized

Big consumer brands face many challenges today, including retailer pressure, rising commodity prices and new, smaller 'insurgent brands'. Despite these challenges, big brands are not doomed to die, as the…

Nov 13 2017

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Are big brands really dying?

By David Taylor Grow Your Core Business, Uncategorized

The media is full of stories about big brands declining and even facing extinction. The dominant narrative is as follows: Big brands are losing out to smaller 'insurgent brands' These…

Nov 06 2017

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Start with WHAT, not WHY

By David Taylor Brand Vision, Positioning & Purpose, Uncategorized

It seems I'm one of the only people to dare question the logic in Simon Sinek's 'Start with why' approach to brands and business. So it was refreshing to read…

Nov 03 2017

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Growing the core: Pukka Pies

By David Taylor Grow Your Core Business, Uncategorized

It's great to see the brand strategy coaching work we did for Pukka Pies* last year coming to life, with recent news of a total brand re-launch program. As I explore…

Oct 25 2017

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Bake your brand into every bit of your business, like BA

By David Taylor Uncategorized

I saw a lovely example of 'baking' the brand into every bit of your business today on a British Airways flight. It was that safety video that every airline has…

Oct 23 2017

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Rejuvenate your category, like Generator Hostels

By David Taylor Uncategorized

Generator is a great example of a brand rejuvenating a whole category, in this case hostels. My memory of hostels is the pretty basic and functional places I stayed in…

Oct 18 2017

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Test, learn AND use your gut like Laudrapp

By David Taylor Uncategorized

The Founder and CEO of Laudrapp, Edward Relf (bottom right below), shared some great insights on brand building in a digital age at the Festival of Marketing. Laudrapp is an on-demand…

David Taylor

Targeting ‘Millennials’ is nonsense: it’s a life-stage, not a segment

TV’s enduring emotional edge vs social media

How can big brands can fight back?

Are big brands really dying?

Start with WHAT, not WHY

Growing the core: Pukka Pies

Bake your brand into every bit of your business, like BA

Rejuvenate your category, like Generator Hostels

Test, learn AND use your gut like Laudrapp

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