Brand Strategy Guides, Insights & Innovations

Sep 20 2006

Brand extensions: heros or villains?

By David Taylor Uncategorized

After a recent post on brand stretch saying that new brand should be a last resort, I had a good challenge from Scott Miller of Gamematters. His point was that…

Sep 13 2006

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T-Mobile’s Flext and the power of ownable descriptors

By David Taylor Core Range Extension, Uncategorized

One of most misunderstood and mis-used bits of branding is the "sub-brand", and there are very few examples where this has been done successfully. The theory: by using a "brand-like"…

Sep 06 2006

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The new 911: refreshing your product DNA

By David Taylor Uncategorized

Porsche have just launched the new Targa version of the 911, the version with a completely glass roof. Now you might be a Porsche lover or hater, but what is…

Aug 28 2006

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New brands should be a last resort

By David Taylor Uncategorized

Jennifer Rice's post regarding comments made by Laura Ries on Weber's brand stretching created a veritable firestorm of debate. Laura's not a big fan of extension, and suggested that Weber…

Aug 25 2006

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Apple: a true brand-led business

By David Taylor Brand-led business

The new CMO of sponsorship agency IMG, Robert Birge, perfectly summed up Apple's success in a recent interview with Craig Montgommery', that I discovered thanks to the Brand Builder Blog:…

Aug 25 2006

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“Where’s the sausage?”: building brands on substance, not spin

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

This new blog is part of a bigger brandgym campaign for building brands on substance, not spin. We think brands should focus more on the "sausage" of branding, relevant product…

THE BLOG

Brand extensions: heros or villains?

T-Mobile’s Flext and the power of ownable descriptors

The new 911: refreshing your product DNA

New brands should be a last resort

Apple: a true brand-led business

“Where’s the sausage?”: building brands on substance, not spin

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