Brand Strategy Guides, Insights & Innovations

Dec 23 2021

2021 in review: our most popular posts (Part 1)

By David Taylor Distinctive products & services, Grow Your Core Business

As another crazy year draws to a close, it’s time to look back at some monthly highlights from our 52 weekly blog posts. In our 20 years of blogging, with…

Dec 14 2021

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Portfolio focus pays off for Coca-Cola

By David Taylor Brand Portfolios & Architecture

It was interesting to watch Coca-Cola CEO James Quincy talk about portfolio focus in a CNN interview (1), one year after we posted here on his plans to cut a…

Dec 10 2021

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Is Tropicana toothpaste a bonkers brand extension?

By David Taylor Innovation to Stretch into New Markets

Yes, you read right. Tropicana have stretched their brand from juices into, well, toothpaste. Crazy as it may seem, this is a real product launch and not an April Fool’s…

Nov 30 2021

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Relentless revitalisation pays off for Pets at Home

By David Taylor Brand rejuvenation, Consumer Insight, Grow Your Core Business, Innovation to Stretch into New Markets

I'm pleased to see that positive predictions about Pets at Home in this post two years ago proved to be accurate. Pre-tax profits rose +81% to £71 million in the…

Nov 26 2021

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Is Sky smart to stretch into smart TVs?

By David Taylor Innovation to Stretch into New Markets

Is Sky smart to stretch its brand into the smart TV market? I asked myself this question today, after seeing an ad for the new Sky Glass TV. Sky's subscription…

Nov 16 2021

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Core renovation of a traditional service: Milk & More

By David Taylor Brand rejuvenation, Brand-led business

You can’t get a more traditional service than ‘the milkman’ (or milkperson as I guess they should be now called). Milkmen/women drive around delivering milk to your door on a…

Nov 11 2021

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Vilebrequin celebrates 50 years of distinctiveness

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

This week, I read an article in Wallpaper about swimwear brand Vilebrequin celebrating its 50th anniversary with an exclusive collection of swim trunks (1). In a nice touch, each trunk…

Nov 03 2021

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Meta: the good, the bad and the ugly of Facebook’s name change

By David Taylor Brand Portfolios & Architecture, Naming

The change of Facebook’s company brand name change to Meta hit the headlines last week. In this post, I take a practical look at the good, bad and ugly aspects…

Oct 26 2021

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Why writing better briefs is good for business

By David Taylor Distinctive communication, Leadership & performance

Post by Anne Charbonneau, Managing Partner based in Amsterdam. If you're a marketer running a brand, you probably think you're good at writing creative briefs: 80% of clients said they were…

Oct 19 2021

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Fast delivery brands need to deliver more distinctiveness

By David Taylor Distinctive communication

Post by Anne Charbonneau, Managing Partner based in Amsterdam Zapp. Getir. Flink. Gorillas … Amsterdam, where I live, has recently been placarded with posters of these fast delivery grocery services, all…

THE BLOG

2021 in review: our most popular posts (Part 1)

Portfolio focus pays off for Coca-Cola

Is Tropicana toothpaste a bonkers brand extension?

Relentless revitalisation pays off for Pets at Home

Is Sky smart to stretch into smart TVs?

Core renovation of a traditional service: Milk & More

Vilebrequin celebrates 50 years of distinctiveness

Meta: the good, the bad and the ugly of Facebook’s name change

Why writing better briefs is good for business

Fast delivery brands need to deliver more distinctiveness

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