David Taylor, Author at the brandgym

Dec 05 2007

How to focus your portfolio: Danone’s Amazing Transformation

By David Taylor Brand Portfolios & Architecture

Danone's transformation over the last 10 years is nothing short of remarkable. The latest and perhaps most significant episodes in this story is coming to a close now. They are…

Sep 12 2007

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Refresh your brand like Chicago the Musical

By David Taylor Uncategorized

When I was in Waterloo station this week I saw a series of huge posters celebrating the 10th anniversary of the musical Chicago in London's West End. Each poster features…

Jun 13 2007

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Inside innocent: my trip to Fruit Towers

By David Taylor Uncategorized

The highlight of my blogging to date is by a country mile the invite from Dan, creative director of innocent, to have a chat about my recent post ("Is innocent…

Mar 26 2007

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Virgin: the worst or best of brand extension? (and win a free book)

By David Taylor Uncategorized

I've been meaning to write this post for ages, so here we go. It draws on the research done for the brand stretch book (blatant plug: the only book in…

Oct 10 2006

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The power of Pret’s people

By David Taylor Internal engagement

The whole area of "brand engagement" is booming, with companies launching into big and expensive initiatives to help employees "live the brand". However, in my experience many of these are…

Sep 20 2006

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Brand extensions: heros or villains?

By David Taylor Uncategorized

After a recent post on brand stretch saying that new brand should be a last resort, I had a good challenge from Scott Miller of Gamematters. His point was that…

Sep 13 2006

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T-Mobile’s Flext and the power of ownable descriptors

By David Taylor Core Range Extension, Uncategorized

One of most misunderstood and mis-used bits of branding is the "sub-brand", and there are very few examples where this has been done successfully. The theory: by using a "brand-like"…

Sep 06 2006

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The new 911: refreshing your product DNA

By David Taylor Uncategorized

Porsche have just launched the new Targa version of the 911, the version with a completely glass roof. Now you might be a Porsche lover or hater, but what is…

Aug 28 2006

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New brands should be a last resort

By David Taylor Uncategorized

Jennifer Rice's post regarding comments made by Laura Ries on Weber's brand stretching created a veritable firestorm of debate. Laura's not a big fan of extension, and suggested that Weber…

Aug 25 2006

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Apple: a true brand-led business

By David Taylor Brand-led business

The new CMO of sponsorship agency IMG, Robert Birge, perfectly summed up Apple's success in a recent interview with Craig Montgommery', that I discovered thanks to the Brand Builder Blog:…

David Taylor

How to focus your portfolio: Danone’s Amazing Transformation

Refresh your brand like Chicago the Musical

Inside innocent: my trip to Fruit Towers

Virgin: the worst or best of brand extension? (and win a free book)

The power of Pret’s people

Brand extensions: heros or villains?

T-Mobile’s Flext and the power of ownable descriptors

The new 911: refreshing your product DNA

New brands should be a last resort

Apple: a true brand-led business

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