Brand Strategy Guides, Insights & Innovations

Jul 02 2024

No Walkers, No Game: beautifully blending sausage & sizzle

By David Taylor Distinctive communication

Sports sponsorship is expensive. To get the best return on your investment, you need to go beyond what we call "logo slapping": simply adding your logo to a film featuring…

Jun 27 2024

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Coors Light Colour Changing Cans: 15 Years of Fresh Consistency

By David Taylor Distinctive packaging & design

I recently read an article (1) about the Coors Light's "blue mountain" colour changing cans. Mountains on the can turn blue when the beer reaches an optimal cold temperature, thanks…

Jun 19 2024

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10 ways to build brands on substance, not spin

By David Taylor Brand-led business

Back in 2016, the first brandgym blog post kicked off a campaign to “build brands on substance, not spin”. This was also the subtitle for our book Where's the Sausage, published…

Jun 12 2024

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The power of jingles to jog the memory

By David Taylor Distinctive communication

Jingles have fallen out of favour in many marketing circles, according to brandgym partner agency Distinctive BAT. In his fascinating article on the topic (1), Cathal Gillen suggests the decline…

Jun 05 2024

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BUILDING BRAND TRUST WITH BOTH SIDES OF THE BRAIN

By David Taylor Brand-led business, Distinctive communication

Post by Prasad Narasimhan, Managing Partner for South East Asia based in Bangalore, exploring some of the challenges of building and maintaining brand trust. Trust is a central pillar of…

May 29 2024

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Creative inspiration from Aerobatic Flying!

By David Taylor Workshops

In this off-piste post, Group Managing Partner and Head of Invention David Nichols shares learning on creativity from his personal passion: acrobatic flying! I have just climbed out of my…

May 22 2024

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Murdering a market with daring distinctiveness: Liquid Death

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Leadership & performance

Post by Charlotte White, Managing Partner based in New York. We questioned whether Gatorade’s stretch to Unflavoured Water was "Dumb or Genius" in a recent brandgym blog. Time will tell which…

May 15 2024

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Aperol’s distinctive marketing serves up growth

By David Taylor Distinctive brand activation, Distinctive communication, Distinctive packaging & design

As sunny days become more common, even in the UK, an Aperol Spritz is one of my top tipples. The distinctive orange drink, in case you don't know it, is…

May 08 2024

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Gatorade Water brand stretch: “dumb” or “genius”?

By David Taylor Innovation to Stretch into New Markets

Brand stretching is a risky business, as the subtitle of our book Brand Stretch suggests: Why 1 in 2 Extensions Fail and How to Beat the Odds. This week, I came across a Linked…

May 01 2024

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Creating Big Brand Assets: Harlequins

By David Taylor Distinctive brand activation

Inspiration on using distinctive brand assets to build awareness and trial came from an unusual source last weekend, during a trip to Twickenham rugby stadium. I enjoyed watching the rugby…

THE BLOG

No Walkers, No Game: beautifully blending sausage & sizzle

Coors Light Colour Changing Cans: 15 Years of Fresh Consistency

10 ways to build brands on substance, not spin

The power of jingles to jog the memory

BUILDING BRAND TRUST WITH BOTH SIDES OF THE BRAIN

Creative inspiration from Aerobatic Flying!

Murdering a market with daring distinctiveness: Liquid Death

Aperol’s distinctive marketing serves up growth

Gatorade Water brand stretch: “dumb” or “genius”?

Creating Big Brand Assets: Harlequins

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