David Taylor, Author at the brandgym

Jul 17 2012

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,…

Feb 27 2012

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Revitalisation by Ryvita

By David Taylor Uncategorized

My highlight of last week was news from Carol and the Ryvita team about good results from their brand revitalisation, that we helped them on, back in 2009. The brand…

Jan 30 2012

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Domino’s dramatise their product turnaround

By David Taylor Distinctive products & services

Guest post with Anne Charbonneau, Managing Partner for NL and France. We often talk about product upgrade as a good healthy habit for growing the core of a brands. But…

Jan 27 2012

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Froosh – Borrowing and building ideas from other markets

By David Taylor Uncategorized

Guest post by David Nichols, Managing Partner (Global) and Head of Invention. Updated following feedback from Brendan, CEO of Froosh - thanks Brendan. And again, following feedback from Ben, at…

Jan 17 2012

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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

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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…

David Taylor

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?

Revitalisation by Ryvita

Domino’s dramatise their product turnaround

Froosh – Borrowing and building ideas from other markets

Tesco waited too long to revitalise the core

Sales = Story x Sizzle x Sausage

The Porsche Cayenne: successful stretch

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