Brand Strategy Guides, Insights & Innovations

May 05 2022

Purpose to Drive Performance: Harlequins Rugby

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance

This week I'm glued to Prep to Win, a new Amazon Prime series. This 'fly on the wall' sports documentary follows Harlequins, the rugby team I've supported for 15 years.…

Apr 28 2022

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BRAND MARKETING BENEFITS AIRBNB

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

Airbnb reported its strongest ever quarterly results in the 4th quarter of 2021. Revenue of $1.5bn was up 38% vs. 2019. At the same time, sales and marketing spend decreased…

Apr 20 2022

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Image wrapper branding: the Evri name change

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

I thought I had seen it all when it comes to name change nonsense, with abrdn a recent example I posted on. But then my dad brought to my attention…

Apr 13 2022

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Fresh Consistency in action: Lloyds Bank’s Black Horse

By David Taylor Distinctive communication

Hot on the heels of last week's post on brand assets, here's a post from Group Managing Partner David Nichols on a brand that definitely HAS treasured and managed its…

Apr 06 2022

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Has Barilla Ditched Distinctive Brand Assets?

By David Taylor Distinctive packaging & design

Distinctive brand assets such as logos, slogans and colours are valuable. So, any change should be carefully considered and managed. Barilla recently announced such a change with their new logo.…

Mar 31 2022

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Brilliant brand activation: Visit Nature by Nature Valley

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication

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…

Mar 24 2022

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Mr Kipling Ice Cream: brilliant or bonkers brand stretch?

By David Taylor Innovation to Stretch into New Markets

The recent brand stretch of Mr Kipling* from cakes into ice cream caught my attention on Linked In. The new product has been launched exclusively in the Iceland store chain.…

Mar 17 2022

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What’s the relationship between stress and creativity?

By David Taylor Leadership & performance

This is a special guest post by Mark Simmonds, author of the recently published book Beat Stress at Work. When I was writing my new book, Beat Stress at Work, one…

Mar 11 2022

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Reducing friction to drive distinctiveness

By David Taylor Distinctive products & services

Brands invest a lot of effort and money on communication to try and build distinctiveness. But I suggest the most effective way to drive distinctiveness is to 'bake' it into…

Mar 03 2022

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Pitch to win: “The greatest sale deck ever”

By David Taylor Internal engagement, Leadership & performance

I did another inspiring mentoring session for the brilliant Expert Impact this week, coaching three social entrepreneurs on brand-led growth. One of the key questions that came up was crafting a…

THE BLOG

Purpose to Drive Performance: Harlequins Rugby

BRAND MARKETING BENEFITS AIRBNB

Image wrapper branding: the Evri name change

Fresh Consistency in action: Lloyds Bank’s Black Horse

Has Barilla Ditched Distinctive Brand Assets?

Brilliant brand activation: Visit Nature by Nature Valley

Mr Kipling Ice Cream: brilliant or bonkers brand stretch?

What’s the relationship between stress and creativity?

Reducing friction to drive distinctiveness

Pitch to win: “The greatest sale deck ever”

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