Brand Strategy Guides, Insights & Innovations

Jan 22 2019

Five ways to fight the insurgents in 2019

By David Taylor Big brands under attack

Post by Jon Goldstone, Managing Partner, Global. Last year was another tough one for most large consumer-goods companies. They continued to be buffeted by three major disruptions: consumers preferring brands…

Jan 10 2019

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Focus on fundamentals in 2019, not shiny new toys

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

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne's timely cartoon reminds us of the risks…

Jan 03 2019

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Why are big brand companies buying small insurgents?

By David Taylor Big brands under attack

“If you can’t beat them, buy them!” is an increasingly common approach for big brand companies responding to the threat of small insurgents. In this post we look at the…

Dec 27 2018

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6 Ways to Make your New Year Resolutions STICK

By David Taylor Leadership & performance

Its new year resolution time again. And so in this first post of 2019, I thought it was worth re-visiting a classic brandgym blog post by Diego Kerner, our Managing Partner…

Dec 17 2018

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John Lewis’ Xmas ad: a gift that gives less to the brand

By David Taylor Distinctive communication

Retailer John Lewis has lost its title as undisputed champion of Xmas advertising, according to System 1 research on this year's ad (1), starring Elton John. The brand only just…

Dec 13 2018

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How did Microsoft get its mojo back?

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

Microsoft's market valuation pulled ahead of Apple for the first time since 2010, confirming how effectively CEO Satya Nadella has revitalised the once ailing company. The share price has trebled since…

Dec 06 2018

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3 Black Friday brands benefiting from ‘Fresh Consistency’

By David Taylor Distinctive communication, Distinctive packaging & design

Post by David Nichols, Group Managing Partner and Head of Invention This Black Friday weekend I saw several brands reaping the benefits of 'fresh consistency': remembering what made them famous…

Nov 28 2018

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Why is Direct Line’s brand strategy “best-in-class”?

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive products & services

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built…

Nov 21 2018

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Building an effective brand character

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive packaging & design

'Brand properties' help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a 'brand character' is one of the…

THE BLOG

Five ways to fight the insurgents in 2019

Focus on fundamentals in 2019, not shiny new toys

Why are big brand companies buying small insurgents?

6 Ways to Make your New Year Resolutions STICK

John Lewis’ Xmas ad: a gift that gives less to the brand

How did Microsoft get its mojo back?

3 Black Friday brands benefiting from ‘Fresh Consistency’

Why is Direct Line’s brand strategy “best-in-class”?

Building an effective brand character

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