David Taylor, Author at the brandgym

Mar 17 2017

Busting the myths of marketing in digital Age

By David Taylor Uncategorized

A recent WARC webinar with Peter Field provided some golden nuggets of data to cut through the hype and bust some myths about marketing effectiveness in a digital age. Peter's…

Mar 16 2017

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“Brand longevity” – lessons from Apple

By David Taylor Uncategorized

How come some brands survive and thrive, enjoying “brand longevity”, whilst others decline and die? Fons Van Dyck of Think BBDO shared some insights on “the biology of corporate survival”,…

Mar 08 2017

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ASOS: smart social media to ‘sell more stuff’

By David Taylor Uncategorized

Today I came across one of the most interesting uses of social media I’ve seen, whilst looking for sunglasses for one of my three teenage daughters on ASOS. This online…

Mar 06 2017

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Airbnb: turning brand purpose into action

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight

I came across an interesting inside view of Airbnb whilst researching the brand for our new book - the brandgym: Rebooted for a Digital Age (out in September). The article…

Mar 02 2017

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Using archetypes for a distinctive personality: Direct Line

By David Taylor Uncategorized

Insurance company Direct Line's use of archetypes to define their brand personality is one of many great case studies in 'Advertising Works' - the annual treasure chest of winners from the IPA…

Feb 24 2017

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Brand positioning: the triangle of truth’ of Jack Daniel’s

By David Taylor Consumer Insight

Reading a Jack Daniel's poster (see below) while waiting for a London Underground train today got me thinking about what an enduring and iconic campaign the brand has. It's a…

Feb 21 2017

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Create a magical experience like Harry Potter World

By David Taylor Uncategorized

A few weeks ago I had fun visiting the revamped Universal Studio in Los Angeles with my family, including my two sons who are both avid Harry Potter fans. Our…

Feb 16 2017

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GRAZE – a new generation snacking brand

By David Taylor Uncategorized

An odd looking snacking brand seems to be popping up in more and more places these days. It’s not another bar or bag of bites, it’s a huge variety of little…

Feb 14 2017

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Treasure and measure your brand assets

By David Taylor Uncategorized

"Sometimes the original idea turns out to be better than its replacement," correctly points out The Times this week, reporting on the re-introduction of the 'Tidyman' anti-litter logo that dates back to…

Feb 08 2017

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B2B branding excellence: accenture

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

"B2B branding is different. Do your 'Grow the Core' principles really apply here to?" This is a challenge I often get when training executives. And it is a fair challenge.…

David Taylor

Busting the myths of marketing in digital Age

“Brand longevity” – lessons from Apple

ASOS: smart social media to ‘sell more stuff’

Airbnb: turning brand purpose into action

Using archetypes for a distinctive personality: Direct Line

Brand positioning: the triangle of truth’ of Jack Daniel’s

Create a magical experience like Harry Potter World

GRAZE – a new generation snacking brand

Treasure and measure your brand assets

B2B branding excellence: accenture

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