Brand Strategy Guides, Insights & Innovations

Jul 10 2018

BA’s World Cup ad: big brands can be agile too

By David Taylor Distinctive communication

Big brands get a lot of stick for being slow and cumbersome compared to smaller ‘insurgent’ brands. But British Airways (BA) show how big brands can be agile, with their brilliant…

Jul 05 2018

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Creating a ‘service signature’: Westin Gear Lending

By David Taylor Distinctive products & services

During a recent stay at The Westin Hotel in Cape Town I came across a great example of a 'service signature': a distinctive, memorable and scaleable customer experience that dramatises the…

Jun 27 2018

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Tysons Foods turbo-charged growth shows big brands are NOT doomed

By David Taylor Brand rejuvenation, Brand-led business

The tale of two food companies shows that big consumer goods brands are NOT doomed to decline, despite the negative predictions to this effect in many newspapers and consultancy reports. “Food…

Jun 21 2018

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Corporate brand positioning: focus on benefits, not values

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

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers etc.) (1). The…

Jun 14 2018

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Farmdrop: building a brilliant brand-led business

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

This week I learnt first-hand how Farmdrop has built its business by leading with a brilliant product, supported by a social & ethical mission. The Farmdrop website and mobile app allows…

Jun 06 2018

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3 practical ways to be more agile

By David Taylor Innovation to Stretch into New Markets

We posted recently about the need to increase your 'Adaptability Quotient' (AQ) to make your brand and business stronger. Research we are running right now confirms that being more agile…

May 31 2018

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£billion DIY disaster shows perils of re-positioning

By David Taylor Brand rejuvenation

This week Australian retailer Wesfarmers offloaded Homebase for a nominal £1 and took a whacking £1.1 billion write-down, just two years after paying £340 million for the the British DIY chain. “Homebase is undoubtedly…

May 24 2018

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Marketers’ misconceptions about media effectiveness

By David Taylor 'Turbo Charged' Marketing Plans

Marketing and ad agency teams over-estimate the effectiveness of social media and online video, and under-estimate the effectiveness of press and radio, according to a recent report from Ebiquity, 'Re-evaluating Media'…

May 15 2018

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Britain’s Biggest Brands in £137m turnaround

By David Taylor Brand rejuvenation

There's a lot of doom and gloom about the fate of big brands these days and specifically the threat of smaller, 'insurgent brands'. So, I was interested to read The…

May 10 2018

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True marketing leaders: following the money, not fads & fashion

By David Taylor Leadership & performance

“The 7 Deadly Sins of Brand Bureaucracy” was the first article I wrote for Market Leader back in 2002, marking the start of our campaign to cut through the bull***t and…

THE BLOG

BA’s World Cup ad: big brands can be agile too

Creating a ‘service signature’: Westin Gear Lending

Tysons Foods turbo-charged growth shows big brands are NOT doomed

Corporate brand positioning: focus on benefits, not values

Farmdrop: building a brilliant brand-led business

3 practical ways to be more agile

£billion DIY disaster shows perils of re-positioning

Marketers’ misconceptions about media effectiveness

Britain’s Biggest Brands in £137m turnaround

True marketing leaders: following the money, not fads & fashion

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