Brand Strategy Guides, Insights & Innovations

Oct 06 2017

The new rules of celebrity endorsement

By David Taylor Uncategorized

Celebrity endorsement is far from new: Wedgwood created a Queen's Ware range of crockery with Queen Charlotte back in the 1750's. But the rules of how to do it have…

Oct 03 2017

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How the 2007 financial crash changed marketing forever

By David Taylor Uncategorized

The last decade has been tough for FMCG marketers, as I wrote in a recent Campaign column. The financial crisis of 2007 proved to be a catalyst that accelerated several forces already…

Sep 28 2017

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The power of brand simplicity

By David Taylor Uncategorized

I'm a big believer in the power of simplicity in our ever-busier world. Simplifying peoples' lives can be a real source of competitive advantage, as shown by Siegel+Gale's latest Global Brand…

Sep 25 2017

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“Brand growth in a digital age” – brandgym book post 1

By David Taylor Uncategorized

This is the first of a series of posts inspired by our new book: the brandgym: A Practical Workout to Grow Your Brand in a Digital Age. Here, we look…

Sep 21 2017

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The method of Method Home: 10 years of fresh consistency

By David Taylor Uncategorized

News that SC Johnson has paid an undisclosed (but probably juicy) price to buy Method Home prompted me to look up the post I wrote about the brand exactly 10…

Sep 19 2017

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Heinz: smart sizing to grow the core

By David Taylor Grow Your Core Business

Heinz Baked Beans have been a staple of the UK & Australian diet for several generations. In the UK the brand is still the undisputed leader with sales of £847m…

Sep 14 2017

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Netflix brand stretches to supercharge the core

By David Taylor Innovation to Stretch into New Markets

The video-streaming platform Netflix brand recently announced strong second quarter results, with revenues up 32% to $2.79bn (£2.13bn) versus year ago, and net profits up 60% to $65.6m. Netflix really is one…

Sep 12 2017

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When should you change your brand name?

By David Taylor Naming, Uncategorized

I noted with interest the decision of brilliant book publisher Lost My Name to loose their own name: the company is now called Wonderbly, as announced here. Wonderbly harnesses digital…

Sep 07 2017

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Rebooting brand strategy for a digital age

By David Taylor Uncategorized

Exciting news this week is the launch of our new book: the brandgym: A Practical Workout to Grow Your Brand in a Digital Age. The book is available to order here:http://tinyurl.com/brandgymrebooted - Europe http://tinyurl.com/brandgymrebootedUS…

Sep 07 2017

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P&G get back to the core

By David Taylor Uncategorized

My old company Procter & Gamble (P&G) recently announced solid if not spectacular organic sales growth of 2% for the last fiscal year, up from 1% growth last year. Core…

THE BLOG

The new rules of celebrity endorsement

How the 2007 financial crash changed marketing forever

The power of brand simplicity

“Brand growth in a digital age” – brandgym book post 1

The method of Method Home: 10 years of fresh consistency

Heinz: smart sizing to grow the core

Netflix brand stretches to supercharge the core

When should you change your brand name?

Rebooting brand strategy for a digital age

P&G get back to the core

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