Brand Strategy Guides, Insights & Innovations

Nov 06 2019

Castle Lager – World Cup winning brand activation

By David Taylor 'Turbo Charged' Marketing Plans

I had mixed emotions after last Saturday’s Rugby World Cup (RWC) Final in Japan. I was desperately disappointed by England’s defeat, but delighted that South African Springboks won, given my…

Oct 30 2019

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The Jolly Hog: sausage & sizzle in action

By David Taylor Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Driving Distribution

This week's post is about a brand that literally combines product 'sausage' and emotional 'sizzle' to create a compelling proposition. I caught up for breakfast with Ollie Kohn, co-founder of the…

Oct 23 2019

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Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Distinctive packaging & design, Distinctive products & services

Over the years, I’ve walked into a number of advertising campaign briefings only to realise halfway through that the company didn't need advertising, it needed branding. Advertising is only a…

Oct 15 2019

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Tiffany’s brand revitalisation: balancing freshness and consistency

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive products & services, Driving Distribution, Grow Your Core Business

Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this…

Oct 07 2019

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How Bieber boosted Popsicle’s social reach x 12,474

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive products & services

A great example of ‘influencer advocacy’ caught my eye this week, in a Linked In post by Unilever’s Aline Santos about Justin Bieber's social posting on the Popsicle brand. Influencer advocacy…

Oct 02 2019

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Brand revitalisation: brand it like Bond

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

The official James Bond Twitter account revealed that the 25th film in the super-spy series will be called No Time To Die and will open in April 2020. (Update: if only this proved to…

Sep 25 2019

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‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

By David Taylor Big brands under attack, Consumer Insight, Innovation to Stretch into New Markets

This post looks at how marketers can respond to the 'innovation squeeze' introduced in last week's blog: the dual demands of lower costs AND rapid innovation to drive topline growth. Two key…

Sep 18 2019

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Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1

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

Our 12th annual research project focuses on the hot topic of innovation. In this first of two posts we look at the relationship between innovation and cost cutting: have big…

Sep 11 2019

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Re-inventing retail: Brompton Bikes

By David Taylor Distinctive products & services, Driving Distribution

“Whoever said retail was dead ?! It simply needs to evolve,” rightly pointed out Simon Rosenberg, Brompton Bicycle’s Global Head of Retail, when announcing (1) the opening of the brand’s new…

Sep 04 2019

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How Apple Watch used distinctive design to dominated the smartwatch market

By David Taylor Distinctive products & services, Innovation to Stretch into New Markets

Impressive results for the Apple Watch caught my eye this week, with the brand winning a 54% global share of smartwatches in Q1 2019, with sales growing at c. 20% (1).…

THE BLOG

Castle Lager – World Cup winning brand activation

The Jolly Hog: sausage & sizzle in action

Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

Tiffany’s brand revitalisation: balancing freshness and consistency

How Bieber boosted Popsicle’s social reach x 12,474

Brand revitalisation: brand it like Bond

‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1

Re-inventing retail: Brompton Bikes

How Apple Watch used distinctive design to dominated the smartwatch market

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