Brand Strategy Guides, Insights & Innovations

Jan 08 2020

How to create a new category like White Claw

By David Taylor Distinctive communication, Distinctive packaging & design

Post by Jon Goldstone, Managing Partner, Global and head of brand revitalisation. As I read the Nielsen Bases US Innovation List for 2019 White Claw, a hard seltzer launched in…

Jan 01 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 2019

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‘Bake in your brand’ to find space in a cluttered market: COMET meetings

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

Post by Anne Charbonneau, Managing Partner based in Amsterdam. A couple of weeks ago, one of my clients introduced me to COMET, a new player in the meeting room rental…

Dec 19 2019

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Borrow with pride like Visa

By David Taylor Distinctive communication

Post by David Nichols, Group Managing Partner. VISA's heartwarming Christmas ad is an interesting example of how to 'borrow with pride' when creating marketing ideas. VISA's #WhereYouShopMatters campaign encourages us to…

Dec 18 2019

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Bournvita: the challenge of balancing freshness AND consistency

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight

Post by Prasad Narsimhan, Managing Partner Asia based in Bangalore. A new campaign by Bournvita, Indian kids’ favourite malted drink, shows the challenge of balancing freshness and consistency to maintain…

Dec 13 2019

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How can you make your brand as distinctive as Coke?

By David Taylor Distinctive packaging & design

Post by Simon Gore, Managing Partner and brandgym's head of Naming & Visual Identity. Reading an article about the history of Coca-Cola’s ‘contour’ bottle led me to thinking about just…

Dec 04 2019

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Adidas re-focus on marketing EFFECTIVENESS, not efficiency

By David Taylor 'Turbo Charged' Marketing Plans, Consumer Insight

The global media director of Adidas, Simon Peel, shared some important insights on how the global sports brand is shifting its focus from marketing efficiency to marketing effectiveness in a…

Nov 28 2019

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Retail revitalisation has Pets at Home sales purring

By David Taylor Brand rejuvenation, Distinctive products & services, Grow Your Core Business, Innovation to Stretch into New Markets

Pets at Home is bucking the trend for retailers to struggle and even go bust. They have just posted forecast-beating first half results, with a near 19% growth in underlying…

Nov 22 2019

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Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

By David Taylor Brand-led business, Distinctive products & services, Grow Your Core Business, Leadership & performance

Julian Dunkerton of Superdry is the latest ‘Brand CEO’ that I’m backing with cold, hard cash. Brand CEOs are leaders who are the living, breathing embodiment of their brands. I…

Nov 13 2019

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Four problems with brand partnerships and how to fix them

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

Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming Brand partnerships can create a short-cut to competitive edge. Think of decades of James Bond driving Aston Martins,…

THE BLOG

How to create a new category like White Claw

6 Ways to Make your New Year Resolutions STICK

‘Bake in your brand’ to find space in a cluttered market: COMET meetings

Borrow with pride like Visa

Bournvita: the challenge of balancing freshness AND consistency

How can you make your brand as distinctive as Coke?

Adidas re-focus on marketing EFFECTIVENESS, not efficiency

Retail revitalisation has Pets at Home sales purring

Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

Four problems with brand partnerships and how to fix them

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