Brand Strategy Guides, Insights & Innovations

Sep 19 2022

Patagonia: Practical Lessons for Brand Purpose

By David Taylor Brand Vision, Positioning & Purpose

Linked In this week was full of marketers applauding Patagonia for handing the company to a trust tackling climate change. The Chouinard family has split its shareholding between two new…

Sep 14 2022

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Revitalisation helps Breitling brand fly higher

By David Taylor Brand rejuvenation

A pull-out newspaper supplement for luxury watch brand Breitling grabbed my attention this week (see below). The second edition of The Breitling Chronicle covered the re-launch of the Superocean collection.…

Sep 07 2022

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Driving Distinctiveness to take on big brands: Orchard Pig

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

Participants on the Mastering Brand Growth program often ask about how to grow small brands with limited marketing budgets. For such 'challenger brands', the key is to drive distinctiveness through…

Aug 31 2022

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Creative inspiration from comedy: John Cleese

By David Taylor Leadership & performance

I just finished reading a fun and insightful book by comedian John Cleese: Creativity A Short and Cheerful Guide. As you can see from the image below, there are plenty…

Aug 24 2022

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Powerful insights: how to generate them?

By David Taylor Consumer Insight

Consumer insight is invaluable to marketers. All iconic brands have been built on strong insights, which continue to liberate brand growth for a long time. Yet, we know how rare…

Aug 17 2022

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How promotional gifts can build your brand

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

I came across a brilliant way of using promotional gifts to build your brand on a recent trip up North to see my mum and dad. At breakfast, my mum…

Aug 10 2022

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Limited Edition Products: bad, better, best!

By David Taylor Innovation to Stretch into New Markets

More and more brands seem to be launching what I call LET-OFFs: Limited Edition Tactical OFFers. These new product launches are not serious, strategic stretching initiatives seeking to generate significant brand and business…

Aug 03 2022

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Revitalisation beats re-positioning: the new Lynx Effect

By David Taylor Brand rejuvenation

Back in 2016 I posted on an attempted re-launch of the bodyspray brand Lynx (Axe in most markets), with a campaign idea called Find Your Magic. At the time, I…

Jul 27 2022

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The Pig’s recipe for success: sausage and sizzle

By David Taylor Distinctive products & services

A recent stay at The Pig at Harlyn Bay in Cornwall reminded me about the great brand building job done by this boutique hotel collection. The first Pig was opened…

Jul 20 2022

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Sonic branding: 40 years of Cornetto’s campaign

By David Taylor Distinctive communication

The power of sonic branding came to life for me last night during an ad break in Love Island (with three daughters in their early 20's, essential viewing to understand most of…

THE BLOG

Patagonia: Practical Lessons for Brand Purpose

Revitalisation helps Breitling brand fly higher

Driving Distinctiveness to take on big brands: Orchard Pig

Creative inspiration from comedy: John Cleese

Powerful insights: how to generate them?

How promotional gifts can build your brand

Limited Edition Products: bad, better, best!

Revitalisation beats re-positioning: the new Lynx Effect

The Pig’s recipe for success: sausage and sizzle

Sonic branding: 40 years of Cornetto’s campaign

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