Brand Strategy Guides, Insights & Innovations

Jun 14 2018

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…

May 03 2018

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TELLING CHAPTERS OF AN EPIC BRAND STORY: HDFC Insurance

By David Taylor Distinctive communication

Few brands have the courage to remain thematically consistent in their communication over a long period of time, whilst continuously refreshing the executions – what we call ‘Fresh Consistency’. Brands…

Apr 27 2018

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Forget IQ. What’s your ability to ADAPT or AQ?

By David Taylor Brand rejuvenation

The great Stephen Hawking defined intelligence as ‘the ability to adapt to change’. And change dominates the landscape of any marketer today. Brands are re-defining their role in society, seeking…

Apr 21 2018

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Smart use of celebrity to sell more stuff: Hostelworld

By David Taylor Distinctive communication

I love the new ad from Hostelworld. It features Mariah Carey in full diva mode being shocked at being booked into a hostel but gradually warming to the better-than-expected facilities…

Apr 12 2018

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Breathing new life into old brands: rejuvenation of Mini, Sodastream and Hofmeister

By David Taylor Brand rejuvenation

“Too often, investors, entrepreneurs and established companies ignore old brands capable of being reborn,” rightly points out Luke Johnson in one of his excellent Sunday Times columns (1). As he…

THE BLOG

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

TELLING CHAPTERS OF AN EPIC BRAND STORY: HDFC Insurance

Forget IQ. What’s your ability to ADAPT or AQ?

Smart use of celebrity to sell more stuff: Hostelworld

Breathing new life into old brands: rejuvenation of Mini, Sodastream and Hofmeister

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