Brand Strategy Guides, Insights & Innovations

May 22 2025

Uncrustables’ Unstoppable Core Brand Growth

By David Taylor Distinctive products & services, Grow Your Core Business

I recently had the pleasure of travelling to Ohio to lead a project with the team managing the remarkable Uncrustables brand. For readers living outside of North America, Uncrustables is…

May 13 2025

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How to build a brand with low or no budget: Tenzing

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

How do you build a brand in a highly competitive market with a limited budget or even no budget? Tenzing and its founder Huib Van Bockel are a brilliant example…

May 06 2025

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Brand Architecture for Business Growth

By David Taylor Brand Portfolios & Architecture

Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries…

Apr 30 2025

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Sunspel’s strong core helps rejuvenate the brand

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose

A delivery of white t-shirts from Sunspel today reminded me of how important a strong core is when rejuvenating a brand. "The T-shirt of choice for discerning men and women,…

Apr 22 2025

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Why Big ideas matter even more in an age of AI

By David Taylor AI

A post on the importance of big brand ideas in an age of AI grabbed my attention this week. The speed and scale of content creation have skyrocketed thanks to…

Apr 15 2025

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Lynx Lower Body: Almost Brilliant Core Brand Growth!

By David Taylor Grow Your Core Business

The campaign for the new Lynx Lower Body Spray product is an almost brilliant example of growing the core. The work from LOLA MullenLowe for Unilever is extremely well branded…

Apr 11 2025

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“It’s Always Burberry Weather”: Burberry refreshes the core

By David Taylor Grow Your Core Business

The new campaign from the Burberry brand made me stop and smile when arriving at Heathrow Terminal 5 this week. The campaign, It's Always Burberry Weather, was displayed on huge…

Apr 02 2025

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Beautifully blending function & emotion: Rimowa brand campaign

By David Taylor Distinctive communication, Distinctive products & services

Marketers are often told they need to choose between communicating the brand or selling the product. The latest Rimowa brand campaign shows how to break this trade-off and do both.…

Mar 26 2025

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Harnessing AI to amplify brand assets: O2 and VCCP/faith

By David Taylor AI, Distinctive brand activation, Distinctive communication

"How to keep your brand consistent when AI tools can generate infinite variations?" This critical question was recently posted by Paul Dervan, Miro's Head of Brand Marketing (1). He went…

Mar 19 2025

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PROPER BRAND BUILDING BY YORKSHIRE TEA

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication, Grow Your Core Business

You imagine that a market as mature as tea is pretty stable, but over the last decade the UK tea market has experienced one of the biggest shifts in market…

THE BLOG

Uncrustables’ Unstoppable Core Brand Growth

How to build a brand with low or no budget: Tenzing

Brand Architecture for Business Growth

Sunspel’s strong core helps rejuvenate the brand

Why Big ideas matter even more in an age of AI

Lynx Lower Body: Almost Brilliant Core Brand Growth!

“It’s Always Burberry Weather”: Burberry refreshes the core

Beautifully blending function & emotion: Rimowa brand campaign

Harnessing AI to amplify brand assets: O2 and VCCP/faith

PROPER BRAND BUILDING BY YORKSHIRE TEA

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