Brand Strategy Guides, Insights & Innovations

Apr 23 2023

Insider Tips For Effective Influencer Marketing

By David Taylor Distinctive communication

Guest post in collaboration with Jessica Taylor, Influencer Marketing Assistant UK & Ireland team at Coty, one of the world's largest beauty companies with an iconic brand portfolio across fragrances and…

Apr 16 2023

Love0

How Air Jordan helped Nike fly high

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

I've just come out from watching one of my favourite movies of recent times: Air - Courting a Legend, starring Matt Damon, Ben Affleck and Viola Davies. It tells the…

Apr 06 2023

Love0

The recipe of a distinctive brand: Franco Manca

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

The Franco Manca brand of pizza restaurants was in the news this week, with Japanese restaurant group Toridoll agreeing to buy brand owner Fulham Shore for £93million, a 35% premium…

Mar 29 2023

Love0

Assemblage: blending a brilliant brand

By David Taylor Brand Vision, Positioning & Purpose

I've often thought of brand strategy as being a process of blending different insights and ideas. And so I was excited to read a new book on this topic called…

Mar 22 2023

Love0

Defining a distinctive brand personality: Fettle

By David Taylor Brand Vision, Positioning & Purpose

Getting your bike repaired is not the most fun activity. However, recently repairing my own bike did provide inspiration on defining and delivering a distinctive brand personality. The inspiration came…

Mar 15 2023

Love0

How Brand Property Changes Can Destroy Brand Equity

By David Taylor Distinctive packaging & design

Recent years has seen many brands simplify and “flatten” their logos. A common rationale is to make the logos easier to use in mobile-first digital marketing. To me, this seemed…

Mar 08 2023

Love0

The Sunspel brand rejuvenation: back from the brink

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

An email from Sunspel, one of my favourite fashion brands, grabbed my attention today. Sunspel is a great example of rejuvenation, telling stories about its heritage whilst being up to…

Feb 28 2023

Love0

Practical brand strategy: top capability priority for CMOs

By David Taylor Covid Crisis, Marketing training

Which marketing capability is the most important to work on in 2023 as you think about your marketing training priorities? Marketing Directors were asked this question in a survey by…

Feb 21 2023

Love0

KILLING LILT: COCA-COLA BRAND FOCUS IN ACTION

By David Taylor Brand Portfolios & Architecture

This week saw news that Coca-Cola was killing off the Lilt brand of soft drink. The Lilt product is being re-launched as Fanta Pineapple & Grapefruit. This could be seen…

Feb 16 2023

Love0

Innocent’s Big Knit at 20: A brilliant brand property

By David Taylor 'Turbo Charged' Marketing Plans, Grow Your Core Business

I first posted on Innocent's Big Knit campaign 16 years ago, back in 2007. People are invited to knit small hats which then go on top of Innocent smoothie bottles.…

THE BLOG

Insider Tips For Effective Influencer Marketing

How Air Jordan helped Nike fly high

The recipe of a distinctive brand: Franco Manca

Assemblage: blending a brilliant brand

Defining a distinctive brand personality: Fettle

How Brand Property Changes Can Destroy Brand Equity

The Sunspel brand rejuvenation: back from the brink

Practical brand strategy: top capability priority for CMOs

KILLING LILT: COCA-COLA BRAND FOCUS IN ACTION

Innocent’s Big Knit at 20: A brilliant brand property

Sign up to our weekly blog emails

Search

What’s Trending

Categories

SIGN UP TO OUR WEEKLY BLOG EMAILS