David Taylor, Author at the brandgym

Aug 01 2023

Rimova beautifully blends function and emotion

By David Taylor Distinctive communication, Distinctive products & services

We are often told that we have to choose between communicating the brand or selling the product. A simple one page press advert from the Rimowa brand of luggage shows…

Jul 28 2023

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The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

By David Taylor Distinctive packaging & design

Elon Musk's decision to kill off the Twitter brand and replace it with 'X' grabbed headlines this week. Some called the Twitter rebranding move as brave and visionary. Most saw…

Jul 19 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

This is the second of two posts on new research into brand assets by JKR x IPSOS (1). Last week we looked at the research method and the overall findings.…

Jul 12 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

More and more companies are recognising the role brand assets can play in marketing. In new brandgym research, to be published after the summer, 87% of marketing directors said brand…

Jul 05 2023

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Root brand Purpose in your Product to Boost Effectiveness

By David Taylor Brand Vision, Positioning & Purpose

Brand purpose came up in conversation this week with a global brand team. The CEO was concerned that work done to date by the brand team and their agency risked…

Jun 27 2023

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Turning Setbacks into Success: The 3 stages of service recovery

By David Taylor Distinctive products & services

Service businesses are so inherently complex that service breakdowns are inevitable. I experienced just such a breakdown last night, during a dinner to celebrate my dad’s 84th birthday at a…

Jun 23 2023

Love0

A Remarkable Revitalisation: How K-Way rose from the flames

By David Taylor Brand rejuvenation

The resurrection of an old and outdated brand is a daunting challenge at the best of times. For clothing brand K-Way, a phoenix-like revival was literally needed. A fire razed…

Jun 16 2023

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Re-discovering distinctive brand assets: Mr Kipling

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive packaging & design

Managing distinctive brand assets (slogans, colours, logos etc.) requires a careful balance of freshness on the one hand and consistency on the other. British cake brand Mr Kipling suffered from…

Jun 10 2023

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62,850 reasons why “Real reality” beats VR: Beyonce Renaissance

By David Taylor Metaverse and brands

Last weekend I experienced the mind-blowing, chest-rattling, foot-stomping experience that is Beyoncé’s, global, 57 date Renaissance tour. Along with Mrs Taylor, two of my daughters and 62,847 others, we made…

Jun 01 2023

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BEING the consumer pays off for Mr and Mrs Smith

By David Taylor Consumer Insight

The Mr and Mrs Smith boutique holiday club is one of my favourite personal brands. So, I was interested to read that the brand has recently been acquired by Hyatt…

David Taylor

Rimova beautifully blends function and emotion

The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

Root brand Purpose in your Product to Boost Effectiveness

Turning Setbacks into Success: The 3 stages of service recovery

A Remarkable Revitalisation: How K-Way rose from the flames

Re-discovering distinctive brand assets: Mr Kipling

62,850 reasons why “Real reality” beats VR: Beyonce Renaissance

BEING the consumer pays off for Mr and Mrs Smith

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