David Taylor, Author at the brandgym

Dec 20 2023

2023 IN REVIEW: TOP POSTS (PART1)

By David Taylor Brand-led business

As 2023 draws to a close, it’s time to look back at some highlights from the 52 blog posts we’ve published in the last 12 months. We’ve picked the most…

Dec 13 2023

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Smart Use of Secondary Packaging: Veuve Clicquot

By David Taylor Distinctive packaging & design, Grow Your Core Business

I posted a few weeks on the amazing job Veuve Clicquot has done in consistently bringing to life and amplifying their brand assets, in particular their yellow (or orange?) colour.…

Dec 06 2023

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Is that Heinz? Using your brand to solve a business issue

By David Taylor Brand-led business, Distinctive communication, Distinctive packaging & design, Distinctive products & services

I love coming across examples of brand campaigns that solve real business issues. Not trying to indirectly influence the business. Identifying a tangible barrier to growth and finding a creative…

Nov 29 2023

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Using a Brand Character to Create Cut-Through

By David Taylor Distinctive communication, Distinctive packaging & design

Brand characters are the second most effective form of distinctive brand asset, beaten only by jingles, according to research by brandgym partner agency Distinctive BAT (see below) (1). This confirms learning…

Nov 24 2023

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Relentless Core Rejuvenation: Apple Watch

By David Taylor Core Range Extension, Grow Your Core Business

This week, I’ve had fun trying out my new Apple Watch Series 9, a birthday present from Mrs Taylor. It replaced the Series 1 watch bought at launch, back in…

Nov 17 2023

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“Making a brand asset shine: Veuve Clicquot

By David Taylor Uncategorized

A press ad from Veuve Clicquot brightened up my Saturday morning this week (below). The execution is part of the brand’s Hello Sunshine campaign, which launched back in 2022. As a footnote in…

Nov 08 2023

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B2B Brands Desperately Need Distinctive Brand Assets

By David Taylor Distinctive communication, Distinctive packaging & design, Uncategorized

We posted recently about how a mere 15% of brands have truly distinctive brand assets (logos, colours, symbols, slogans etc.). New research shows that business to business (B2B) brands have…

Nov 01 2023

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Lego brand’s new leader continues core revitalisation

By David Taylor Brand rejuvenation, Brand-led business, Grow Your Core Business

I've posted before on the success of the Lego brand in growing their core business. I was interested to read in the FT about how the company's new leader plans…

Oct 25 2023

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ITV’s strategic brand stretch pays off: ITVX

By David Taylor Brand Portfolios & Architecture, Brand rejuvenation

I was lucky to work back in 2021 with ITV on the revitalisation of ITV, including the strategy for fully stretching into streaming. I posted in November last year on…

Oct 18 2023

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Consistently Activating Brand Assets: Nivea Men x Liverpool FC

By David Taylor Distinctive brand activation, Uncategorized

Post by David Nichols, Group Managing Partner and Global Head of Invention I saw today that Nivea Northern Europe's marketing Director, Andrew Rawle, has been selected as one of the…

David Taylor

2023 IN REVIEW: TOP POSTS (PART1)

Smart Use of Secondary Packaging: Veuve Clicquot

Is that Heinz? Using your brand to solve a business issue

Using a Brand Character to Create Cut-Through

Relentless Core Rejuvenation: Apple Watch

“Making a brand asset shine: Veuve Clicquot

B2B Brands Desperately Need Distinctive Brand Assets

Lego brand’s new leader continues core revitalisation

ITV’s strategic brand stretch pays off: ITVX

Consistently Activating Brand Assets: Nivea Men x Liverpool FC

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