Brand Strategy Guides, Insights & Innovations

Sep 09 2021

Why is brand purpose failing to fully deliver ? New brandgym research (post 1 of 2)

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business

This is the first of two posts sharing insights from our 14th annual research project on brand purpose. The research used a quantitative survey of 160+ senior marketing professionals across the…

Sep 01 2021

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THE OATLY BRAND GROWTH STORY PART 2: DRIVING DISTRIBUTION

By David Taylor Core Range Extension, Driving Distribution

Most of the press coverage about Oatly exponential growth talks about the highly distinctive, provocative communication urging people to drink Oatly instead of milk to help the environment. And in…

Aug 18 2021

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5 ways the world’s fastest car can fuel your brand thinking

By David Taylor Brand-led business, Distinctive products & services, Innovation to Stretch into New Markets

Post by Jon Goldstone, Managing Partner based in London. I must admit I'd never hear of Rimac until I recently read about their new 55/45 joint venture with Porsche: ‘Bugatti…

Aug 11 2021

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HOW TO BOOST YOUR CHANCES OF INNOVATION SUCCESS? (PART 2)

By David Taylor Innovation to Stretch into New Markets, Leadership & performance, Workshops

Post by Diego Kerner, Managing Partner for Latin America and Head of 360º Insight. In last week's blog, I shared learnings from a recent regional innovation project. Those learnings were focused on…

Aug 04 2021

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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…

THE BLOG

Why is brand purpose failing to fully deliver ? New brandgym research (post 1 of 2)

THE OATLY BRAND GROWTH STORY PART 2: DRIVING DISTRIBUTION

5 ways the world’s fastest car can fuel your brand thinking

HOW TO BOOST YOUR CHANCES OF INNOVATION SUCCESS? (PART 2)

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

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