Brand Strategy Guides, Insights & Innovations

Nov 07 2018

Distinctiveness vs. differentiation: who is right?!

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

In a recent brand-led innovation project, we discussed Mark Ritson's latest column that has added fuel to the fire of debate about distinctiveness versus differentiation (1). "There is a worrying trend…

Oct 31 2018

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Effective range architecture: 5 key insights

By David Taylor Brand Portfolios & Architecture

At my local Dutch supermarket yesterday, I stared in utter confusion at the shelf of soya drinks, faced with explosion of possible choices & combinations. And I'm not alone. In supermarkets…

Oct 24 2018

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Big brands fight back

By David Taylor Big brands under attack

In this final post on 'big brands under attack', we propose how big brands are fighting back, covering both brand strategy and operating model. In a previous post here we showed…

Oct 19 2018

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Brand Architecture for Business Growth

By David Taylor Brand Portfolios & Architecture

Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries…

Oct 11 2018

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Why are small insurgent brands growing?

By David Taylor Big brands under attack

Headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’; some articles go as far as predicting the demise of big brands altogether.…

Oct 05 2018

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Are big brands really doomed?

By David Taylor Big brands under attack

The headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’, such as Halo Top ice cream, Skinny Pop popcorn and Dollar Shave…

Sep 27 2018

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8 consumer intimacy methods for a connected world

By David Taylor Consumer Insight

Getting close to consumers to build 'consumer intimacy' has always been a priority for marketers. And, if anything, this is becoming more important in today’s world where attitudes and habits…

Sep 19 2018

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Uber ditches its dodgy design

By David Taylor Brand-led business, Distinctive packaging & design

Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time,…

Sep 10 2018

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Nike’s Kaepernick ad: provocative PR, not purpose-led branding

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad,…

Sep 05 2018

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8 failed brand extensions in the brand stretch graveyard!

By David Taylor Core Range Extension, Distinctive products & services

A reminder of how overcrowded 'the brand extension graveyard' is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1).…

THE BLOG

Distinctiveness vs. differentiation: who is right?!

Effective range architecture: 5 key insights

Big brands fight back

Brand Architecture for Business Growth

Why are small insurgent brands growing?

Are big brands really doomed?

8 consumer intimacy methods for a connected world

Uber ditches its dodgy design

Nike’s Kaepernick ad: provocative PR, not purpose-led branding

8 failed brand extensions in the brand stretch graveyard!

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