Brand Strategy Guides, Insights & Innovations

Jun 11 2025

Building a brand that wins two different audiences: Skyrizi

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive packaging & design

How do you build a brand that wins with two very different audiences? It’s a classic challenge faced across many categories — from food brands needing to win over shoppers…

Jun 04 2025

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Winning with the Aspirational Middle Class: Lessons from India

By David Taylor Consumer Insight

Across the globe, the middle class is evolving. In many countries, this crucial segment is no longer just seeking affordability: it’s chasing aspiration. A new consumer mindset is emerging: experience-hungry,…

May 28 2025

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Is Jaguar brand right to revisit its radical reinvention?

By David Taylor Brand rejuvenation

Debate about the Jaguar brand relaunch erupted again recently. A flurry of stories was prompted by reports that Jaguar plans to replace Accenture Song, the agency behind Copy Nothing, last…

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.…

THE BLOG

Building a brand that wins two different audiences: Skyrizi

Winning with the Aspirational Middle Class: Lessons from India

Is Jaguar brand right to revisit its radical reinvention?

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

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