Brand Strategy Guides, Insights & Innovations

Aug 04 2021

How to boost your chances of innovation success? (Part 1)

By David Taylor Innovation to Stretch into New Markets, Workshops

Post by Diego Kerner, Managing Partner for Latin America and Head of 360º Insight. I recently finished a challenging regional innovation project for a global Snack company that ended on a…

Jul 28 2021

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Brand leaders: to get real insight, get out of your office

By David Taylor Leadership & performance

A risk for brand leaders is losing touch with the real world, spending too much time in the boardroom or, for the last 15 months, in your home office. I…

Jul 20 2021

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Abrdn’s brand ego trip reaches new heights

By David Taylor Naming

A few weeks ago I posted here about an example of name change nonsense that gets branding itself a bad name: Standard Life Aberdeen re-christening itself as abrdn. No, its…

Jul 16 2021

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Driving distinctiveness: Polestar from Volvo

By David Taylor Distinctive products & services

Post on driving distinctiveness by David Nichols, Group Managing Partner and Head of Invention. I was at the Goodwood festival of Speed at the weekend with my son, ogling all…

Jul 07 2021

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Tech-enabled advertising: Castle Lite’s Cold Tracker

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

The most satisfying part of my job is seeing brandgym clients achieve their brand and business ambitions in the marketplace. A recent example was seeing the Castle Lite team and…

Jun 24 2021

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Range Extension to Grow the Core: BT Unbreakable WiFi

By David Taylor Core Range Extension, Grow Your Core Business

Broadband internet marketing tends to focus on price deals and claims about download speeds. So, it was refreshing to see an example of consumer-led marketing from BT with their new…

Jun 14 2021

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Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

By David Taylor Brand Portfolios & Architecture, Brand-led business, Naming

I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to…

Jun 10 2021

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Bumble’s CEO shares secrets of successful brand building

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

On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of 'female-first' dating app Bumble, talking about her secrets of success in…

Jun 02 2021

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Fresh consistency in action with Extra gum

By David Taylor Consumer Insight, Distinctive communication

The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. "The film…

THE BLOG

How to boost your chances of innovation success? (Part 1)

Brand leaders: to get real insight, get out of your office

Abrdn’s brand ego trip reaches new heights

Driving distinctiveness: Polestar from Volvo

Tech-enabled advertising: Castle Lite’s Cold Tracker

Range Extension to Grow the Core: BT Unbreakable WiFi

Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

Bumble’s CEO shares secrets of successful brand building

Fresh consistency in action with Extra gum

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