Brand Strategy Guides, Insights & Innovations

Sep 27 2023

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…

Sep 06 2023

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Using celebrities and influencers to drive distinctiveness

By David Taylor Distinctive brand activation, Distinctive communication

Brands spend many millions of pounds on getting celebrities and influencers to endorse them. How can you maximise the effectiveness of this investment in driving distinctiveness? Cathal Gillen of partner…

Aug 30 2023

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Being brave to break category codes: Whispering Angel

By David Taylor Distinctive packaging & design, Distinctive products & services, Driving Distribution

What better subject for a summer blog post could there be than rosé wine? I'm certainly looking forward to sipping a glass or more on an upcoming Taylor family holiday…

Aug 23 2023

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Digging for treasure in your brand archive: Snickers

By David Taylor Distinctive communication, Grow Your Core Business

New research from brandgym partner agency System 1 shows how 'digging for treasure' in your brand archive has the potential to pay off. The agency re-tested one of the first…

Aug 16 2023

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Expedia’s Crazily Cryptic New Campaign

By David Taylor Distinctive communication

I’ve written before about the problem of brands “laddering” too high into the emotional stratosphere, losing all touch with the product. But the latest poster campaign from Expedia takes things…

Aug 09 2023

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How to leverage your brand assets like Llyods

By David Taylor Distinctive communication

Post by David Nichols, Group Managing Partner and Global Head of Invention. Lloyds bank is great example of creating, applying and building distinctive brand assets. I posted here about their…

Aug 01 2023

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Rimova beautifully blends function and emotion

By David Taylor Distinctive communication, Distinctive products & services

We are often told that we have to choose between communicating the brand or selling the product. A simple one page press advert from the Rimowa brand of luggage shows…

Jul 28 2023

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The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

By David Taylor Distinctive packaging & design

Elon Musk's decision to kill off the Twitter brand and replace it with 'X' grabbed headlines this week. Some called the Twitter rebranding move as brave and visionary. Most saw…

THE BLOG

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

Strategic stretching: Hubba Bubba Ice Lollies

Tyrells Tackle the tyranny of price promotion

Using celebrities and influencers to drive distinctiveness

Being brave to break category codes: Whispering Angel

Digging for treasure in your brand archive: Snickers

Expedia’s Crazily Cryptic New Campaign

How to leverage your brand assets like Llyods

Rimova beautifully blends function and emotion

The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

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