Brand Strategy Guides, Insights & Innovations

Jan 27 2021

Practical brand strategy training: top priority for CMOs

By David Taylor Covid Crisis, Marketing training

Brand strategy training is the top priority for marketing capability, according to Gartner’s CMO Spend Survey (1), which is great to see. It is also encouraging that CMOs are focused…

Jan 22 2021

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Innovation in a Virtual World: 5 key success factors

By David Taylor Covid Crisis, Innovation to Stretch into New Markets, Workshops

At the end of December we completed one of our most successful innovation projects, without meeting a single person face to face. It wasn’t a simple brief. Our client is…

Jan 13 2021

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B2B brand distinctiveness: Boston Dynamics’ Dancing Robots

By David Taylor Distinctive communication

This week’s example of distinctive B2B brand communication comes from an unusual source: a robotics company called Boston Dynamics. The company’s owner SoftBank recently decided to sell the business. Specifically,…

Jan 06 2021

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Virtual brand workshops: 6 secrets of success

By David Taylor Covid Crisis, Workshops

Back in March 2020, I rushed back to London from a workshop in San Diego, following Trump's announcement of US border closures owing to the growing threat of Covid-19. The…

Dec 30 2020

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6 Ways to Make your New Year Resolutions STICK

By David Taylor Leadership & performance

It's become a brandgym blog tradition to start the year with a classic blog post about New Year resolutions by Diego Kerner, our Managing Partner based in Buenos Aries. In…

Dec 23 2020

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12 Top posts from a crazy 2020

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

As this bonkers year draws to a close, it's time to look back on the year and pick some monthly highlights from our 52 weekly blog posts. In our 15…

Dec 16 2020

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Brand portfolio focus: Coca-Cola “kill the zombies”

By David Taylor Brand Portfolios & Architecture

Coca-Cola is pursuing brand portfolio focus in response to the Covid crisis, which contributed to a 2nd quarter sales drop of 27%, the biggest quarterly decline in a decade. CEO…

Dec 13 2020

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Brand growth inspiration from … Mr Bean! (updated)

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive products & services, Global branding

Inspiration on brand growth this week comes from an unusual source: Mr Bean. An article in The Times (1) explored some of the reasons for the character’s enduring and ever-growing…

Nov 25 2020

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Brand stretching based on deep insight: TENA black

By David Taylor Consumer Insight, Core Range Extension, Innovation to Stretch into New Markets

Post by Bety Martinez, Brandgym partner based in Mexico CityWhen looking for cases for a brand stretching project, TENA's launch of disposable black underwear grabbed my attention. This brand is…

THE BLOG

Practical brand strategy training: top priority for CMOs

Innovation in a Virtual World: 5 key success factors

B2B brand distinctiveness: Boston Dynamics’ Dancing Robots

Virtual brand workshops: 6 secrets of success

6 Ways to Make your New Year Resolutions STICK

12 Top posts from a crazy 2020

Brand portfolio focus: Coca-Cola “kill the zombies”

Brand growth inspiration from … Mr Bean! (updated)

Brand stretching based on deep insight: TENA black

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