Brand Strategy Guides, Insights & Innovations

Feb 05 2020

Super Bowl 2020 winners & losers: lessons in effective advertising

By David Taylor Distinctive communication

So, who won the Super Bowl on Sunday night? No, not the Kansas City Chiefs, that was just the football game. I'm talking about the trophy that really matters: the…

Feb 01 2020

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Customer CARE when things go bad: how Emirates got it wrong

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

Guest post by Prasad Narasimhan, Managing Partner based in Bangalore India, and a specialist in Brand Experience. They say that a man’s true character only reveals itself in tough times.…

Jan 23 2020

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Coca-Cola’s Signature Mixers core range extension

By David Taylor Core Range Extension, Distinctive packaging & design

Coca-Cola's ‘Signature Mixers’ launch is a bold move that has provoked some debate at the brandgym, Here we look at the points that could influence the chances of success of…

Jan 16 2020

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Personal purpose: turning it into action

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance, Personal purpose

Purpose is powerful stuff when done well. ‘Psychologists describe it as “the pathway to greater well-being” and doctors have even found that people with purpose in their lives are less…

Jan 08 2020

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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…

THE BLOG

Super Bowl 2020 winners & losers: lessons in effective advertising

Customer CARE when things go bad: how Emirates got it wrong

Coca-Cola’s Signature Mixers core range extension

Personal purpose: turning it into action

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?

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