Brand Strategy Guides, Insights & Innovations

May 15 2024

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…

Apr 25 2024

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Gillette goes back to the future: The Best a Man Can Get

By David Taylor Brand rejuvenation

Gillette is an interesting example of a brand seeking to revitalise itself with the right balance of freshness and consistency. Back in 2019, I posted here on the brand's highly…

Apr 17 2024

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Re-launching Air India: the 3 levels of brand-led business

By David Taylor Brand rejuvenation, Brand-led business

Post by Prasad Narasimhan, Managing Partner for Asia based in Bangalore. Air India recently launched a safety video that has been hugely loved by Indians, both at home and abroad…

Apr 11 2024

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Building a beautiful brand with no budget: Accidentally Wes Anderson

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive products & services, Uncategorized

One of my favourite weekend activities of this year was visiting "Accidentally Wes Anderson: The Exhibition" (1) with Mrs Taylor, my daughter and her boyfriend Charlie. Do try and see…

Apr 06 2024

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Using varianting to grow the core: Tango

By David Taylor Core Range Extension, Grow Your Core Business

Post by Charlie White, Managing Partner based in New York. Growing the core is a particular passion of mine. I saw it in action first hand during the last decade…

Mar 28 2024

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Breathing new life into a heritage brand: Belstaff

By David Taylor Brand rejuvenation

Revitalising a heritage brand requires a delicate balance of freshness and consistency. Today, during a walk down Regent Street, I spotted an example of a brand that seems to be…

Mar 22 2024

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How to Bring Body Shop back from the brink?

By David Taylor Brand rejuvenation

There has been lots of negative news recently about the plight of the Body Shop. The UK arm was put into administration last month by private equity firm Aurelius, only three months after…

Mar 15 2024

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BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?

By David Taylor Distinctive communication

Post by Prasad Narasimhan, Managing Partner for South East Asia, based in Bangalore. Brand communities are not new. The Harley Owners Group (HOG), for example, is the stuff of legend.…

THE BLOG

Aperol’s distinctive marketing serves up growth

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

Creating Big Brand Assets: Harlequins

Gillette goes back to the future: The Best a Man Can Get

Re-launching Air India: the 3 levels of brand-led business

Building a beautiful brand with no budget: Accidentally Wes Anderson

Using varianting to grow the core: Tango

Breathing new life into a heritage brand: Belstaff

How to Bring Body Shop back from the brink?

BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?

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