Brand Strategy Guides, Insights & Innovations

Jan 31 2024

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

Love0

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

Love0

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%…

Dec 27 2023

Love0

2023 IN REVIEW: TOP POSTS (PART 2)

By David Taylor Brand-led business

As 2023 draws to a close, it’s time to look back at some highlights from the 52 blog posts we’ve published in the last 12 months. We’ve picked the most…

Dec 20 2023

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2023 IN REVIEW: TOP POSTS (PART1)

By David Taylor Brand-led business

As 2023 draws to a close, it’s time to look back at some highlights from the 52 blog posts we’ve published in the last 12 months. We’ve picked the most…

Dec 13 2023

Love0

Smart Use of Secondary Packaging: Veuve Clicquot

By David Taylor Distinctive packaging & design, Grow Your Core Business

I posted a few weeks on the amazing job Veuve Clicquot has done in consistently bringing to life and amplifying their brand assets, in particular their yellow (or orange?) colour.…

Dec 06 2023

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Is that Heinz? Using your brand to solve a business issue

By David Taylor Brand-led business, Distinctive communication, Distinctive packaging & design, Distinctive products & services

I love coming across examples of brand campaigns that solve real business issues. Not trying to indirectly influence the business. Identifying a tangible barrier to growth and finding a creative…

Nov 29 2023

Love0

Using a Brand Character to Create Cut-Through

By David Taylor Distinctive communication, Distinctive packaging & design

Brand characters are the second most effective form of distinctive brand asset, beaten only by jingles, according to research by brandgym partner agency Distinctive BAT (see below) (1). This confirms learning…

THE BLOG

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?

2023 IN REVIEW: TOP POSTS (PART 2)

2023 IN REVIEW: TOP POSTS (PART1)

Smart Use of Secondary Packaging: Veuve Clicquot

Is that Heinz? Using your brand to solve a business issue

Using a Brand Character to Create Cut-Through

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