Brand Strategy Guides, Insights & Innovations

Nov 17 2023

“Making a brand asset shine: Veuve Clicquot

By David Taylor Uncategorized

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…

Nov 08 2023

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B2B Brands Desperately Need Distinctive Brand Assets

By David Taylor Distinctive communication, Distinctive packaging & design, Uncategorized

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…

Nov 01 2023

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Lego brand’s new leader continues core revitalisation

By David Taylor Brand rejuvenation, Brand-led business, Grow Your Core Business

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…

Oct 25 2023

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ITV’s strategic brand stretch pays off: ITVX

By David Taylor Brand Portfolios & Architecture, Brand rejuvenation

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…

Oct 18 2023

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Consistently Activating Brand Assets: Nivea Men x Liverpool FC

By David Taylor Distinctive brand activation, Uncategorized

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…

Oct 11 2023

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Putting product at the heart of purpose: the Tango brand

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

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…

Oct 04 2023

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DISTINCTIVE BRAND ASSETS: HARNESSING THEIR FULL POTENTIAL (PART 2)

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

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 a…

Sep 27 2023

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Distinctive brand assets: harnessing their full potential (part 1)

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

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 first of two posts, we look at…

Sep 20 2023

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Strategic stretching: Hubba Bubba Ice Lollies

By David Taylor Innovation to Stretch into New Markets

News of the Hubba Bubba bubblegum brand launching a new range of ice lollies grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle…

Sep 13 2023

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Tyrells Tackle the tyranny of price promotion

By David Taylor Distinctive communication

This week, I came across the fascinating story of how The Tyrells brand of upmarket crisps* tackled the tyranny of price promotion. The brand owner, KP Snacks, bravely restored the…

THE BLOG

“Making a brand asset shine: Veuve Clicquot

B2B Brands Desperately Need Distinctive Brand Assets

Lego brand’s new leader continues core revitalisation

ITV’s strategic brand stretch pays off: ITVX

Consistently Activating Brand Assets: Nivea Men x Liverpool FC

Putting product at the heart of purpose: the Tango brand

DISTINCTIVE BRAND ASSETS: HARNESSING THEIR FULL POTENTIAL (PART 2)

Distinctive brand assets: harnessing their full potential (part 1)

Strategic stretching: Hubba Bubba Ice Lollies

Tyrells Tackle the tyranny of price promotion

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