David Taylor, Author at the brandgym

Jan 17 2012

Tesco waited too long to revitalise the core

By David Taylor Brand rejuvenation

Tesco's troubles show what happens to a leader brand who waits too long to revitalise the core business. UK same-store sales dropped 2.3% over Xmas and have fallen for four…

Nov 10 2011

Love0

Sales = Story x Sizzle x Sausage

By David Taylor Uncategorized

Came across some great data on WARC.com* about the power of brands telling stories that combine emotional "sizzle" and product "sausage". Here are some of the highlights from the article,"Should…

Nov 08 2011

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The Porsche Cayenne: successful stretch

By David Taylor Uncategorized

Last week I posted on the one of the most bizarre brand extensions ever: the Aston Martin Cygnet. This is a re-badged and tarted up Toyota IQ (£11,000 RSP) sold…

Oct 18 2011

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Dominos pizza and the power of physical availability

By David Taylor Driving Distribution

Domino Pizza's recession-busting results show the power of boosting "physical availability" for your brand: finding new ways to get your brand in front of people at moments when they're in…

Aug 04 2011

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Apple’s “shock & awe” innovation grows sales AND margins

By David Taylor Uncategorized

Apple has just released another mind boggling set of quarterly results. In this post we try to figure out how the hell they do this. First those results. Revenue of…

Jul 28 2011

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“The Marketing Shop”: a new approach to Global Brand Management

By David Taylor Uncategorized

Over the years we've worked on many international brand strategy projects, either at a European or Global level, including some of the very early work on the "Dirt is Good"…

Jun 06 2011

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Risks and rewards of renaming: Pernod Ricard

By David Taylor Naming

Guest blogger David Nichols, brandgym Managing Partner and head of invention When does internal clarity and strategic uniformity trump local differences in global branding? And when should you live with…

Apr 26 2011

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New generation brands control the “route to consumer”

By David Taylor Driving Distribution

This is the latest of my monthly posts on the Marketing Society Blog. The vast majority of consumer goods brands face a daily, bloody battle to get their products on…

Mar 29 2011

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Re-inventing the core

By David Taylor Uncategorized

Last week we looked at the issue of core business decline, and being clear if its really dying, or in fact just sleeping. In the latter case, the core product…

Feb 17 2011

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How leaders like Nokia loose their way

By David Taylor Uncategorized

Nokia's CEO Stephen Elop recently gave his warts-and-all view on the company's decline in a leaked company email. Specifically, he gave his take on the brand's loss in market share…

David Taylor

Tesco waited too long to revitalise the core

Sales = Story x Sizzle x Sausage

The Porsche Cayenne: successful stretch

Dominos pizza and the power of physical availability

Apple’s “shock & awe” innovation grows sales AND margins

“The Marketing Shop”: a new approach to Global Brand Management

Risks and rewards of renaming: Pernod Ricard

New generation brands control the “route to consumer”

Re-inventing the core

How leaders like Nokia loose their way

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