The blog

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 [...]

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 [...]

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 2015. In particular, I’ve been [...]

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 the [...]

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 a [...]

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 to keep this growth [...]

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 the launch of the new [...]

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 ‘Top [...]

The Tango brand of soft drink is going back to the product roots that made it famous, according to an article in Marketing Week I read this week (1). Tango had previously fallen into the trap of [...]

This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this second of two posts, we look at [...]