Brand Strategy Guides, Insights & Innovations

Mar 08 2024

Brand strategy: top training priority for CMOs

By David Taylor Covid Crisis, Marketing training

Which marketing capability is the most important to work on in 2024 as you think about your marketing training priorities? Marketing Directors were asked this question in a survey by…

Feb 28 2024

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Driving Distinctiveness in “the Disneyland of Dairy Stores”: Stew Leonard’s

By David Taylor Distinctive brand activation, Distinctive products & services

Post by our new brandgym partner in New York, Charlotte White. Newly arrived in the US, the first place my kids wanted to visit was not the bright lights of…

Feb 14 2024

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8 tips for Practical Brand Positioning

By David Taylor Brand Vision, Positioning & Purpose

The world of marketing has changed dramatically in recent years. But brand positioning is still key for effective marketing according to 91% of marketing directors in our brandgym research. However,…

Feb 07 2024

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Brand Rejuvenation Lessons from Sondheim’s ‘Merrily We Roll Along’

By David Taylor Brand rejuvenation

Post by David Nichols, Group Managing Partner, Head of Invention (and secret Sondheim fanatic). I got some unexpected inspiration on brand rejuvenation during a night at a Broadway show on…

Jan 31 2024

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ZOE GIVES BRAND STRETCH A SHOT

By David Taylor Innovation to Stretch into New Markets

A full page advert for an attempt at brand stretching grabbed my attention this weekend. The new product in question is a probiotic gut shot from ZOE, created in collaboration…

Jan 24 2024

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Distinctive Brand Assets: 11 ways to fully harness their potential (Part 2)

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

100% of marketing directors agree that Distinctive brand assets are an important driver of growth in our brandgym research. However, very few brand assets are truly distinctive, with a mere…

Jan 18 2024

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Distinctive Brand Assets: 11 ways to fully harness their potential (Part 1)

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

Distinctive brand assets (DBAs) are a hot topic. 100% of marketing directors agree that DBAs are an important driver of growth in our brandgym research, with 87% rating them extremely…

Jan 10 2024

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Brilliant brand activation: WD-40 Repair Challenge

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive brand activation

Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron…

Jan 03 2024

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HOW CAN YOU MAKE YOUR NEW YEAR RESOLUTIONS STICK?

By David Taylor Leadership & performance

Many people give up on their New Year's resolutions by January 12th. This date was highlighted as "quitters day" by the Strava, the social network for athletes. A mere 8%…

THE BLOG

Brand strategy: top training priority for CMOs

Driving Distinctiveness in “the Disneyland of Dairy Stores”: Stew Leonard’s

8 tips for Practical Brand Positioning

Brand Rejuvenation Lessons from Sondheim’s ‘Merrily We Roll Along’

ZOE GIVES BRAND STRETCH A SHOT

Distinctive Brand Assets: 11 ways to fully harness their potential (Part 2)

Distinctive Brand Assets: 11 ways to fully harness their potential (Part 1)

Brilliant brand activation: WD-40 Repair Challenge

HOW CAN YOU MAKE YOUR NEW YEAR RESOLUTIONS STICK?

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