David Taylor, Author at the brandgym

Jan 10 2013

Why grow the core? (Grow the Core Book Post 1)

By David Taylor Uncategorized

This is the first of a series of weekly posts introducing key themes from the new brandbgym book, Grow the Core: How to Focus on Your Core Business for Brand…

Nov 12 2012

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Bond – the brand that never dies

By David Taylor Uncategorized

James Bond continues to be the best ever example of brand revitalisation. Skyfall is the 23rd movie in the brand's 50 year history, and looks set to be the…

Oct 15 2012

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Snickers leverage global “Economies of ideas”

By David Taylor Distinctive communication

The key to global brand success is to "find stories that are universal ideas", applicable across different geographies and demographics, according to Bruce McColl, CMO of Mars, in a recent…

Aug 23 2012

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Corporate brand inspiration from Unilever’s CEO

By David Taylor Uncategorized

Guest post by Anne Charbonneau, our Managing Partner in Amsterdam. Very inspiring interview with Unilever's CEO Paul Polman in this month's HBR (Subscription needed). Polmans’s goal? To double corporate revenue…

Aug 16 2012

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Bonne Maman’s recipe for category stretch

By David Taylor Innovation to Stretch into New Markets

Working recently on a great project on category stretch for a 'brand hopper' (ie. a brand seeking to hop into several product categories] – I uncovered some nuggets of insight…

Aug 07 2012

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“Purposeful aimlessness”: Thomas Heatherwick

By David Taylor Uncategorized

Just back from a wonderful exhibition on the work of designer Thomas Heatherwick and his team at the V&A in London. Its on till Sep 30th, so do pop in…

Jul 17 2012

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How to make workshops work

By David Taylor Internal engagement, Leadership & performance

We should all stop running brand workshops according to Helen Edwards' recent column (subscription needed). She suggests "'Everyone-is-creative’ workshops don’t have a hope of fulfilling expectations". Is she right? Well,…

May 25 2012

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Amplify your product truth: Castle Lite

By David Taylor Distinctive products & services

Using your core product to create distinctiveness is a great way of increasing penetration to drive growth. The trick is to 'bake' the brand story into the product, and then…

May 15 2012

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“Why Successful Branding Still Happens Offline”

By David Taylor Uncategorized

My view that the importance of online social media is vastly over-blown was backed up today by a WJS article forwared to me by Anne, our Managing Partner in Amsterdam.…

May 08 2012

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Why re-run your 20 year old advert?

By David Taylor Consumer Insight

Should famous brands consider re-running famous ads, even if they are 20 or more years old? An recent article in The Times suggests that this is indeed a great idea,…

David Taylor

Why grow the core? (Grow the Core Book Post 1)

Bond – the brand that never dies

Snickers leverage global “Economies of ideas”

Corporate brand inspiration from Unilever’s CEO

Bonne Maman’s recipe for category stretch

“Purposeful aimlessness”: Thomas Heatherwick

How to make workshops work

Amplify your product truth: Castle Lite

“Why Successful Branding Still Happens Offline”

Why re-run your 20 year old advert?

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