Brand Strategy Guides, Insights & Innovations

Jan 27 2018

The “3 Fs”: How fame, fluency and feeling drive brand growth

By David Taylor Consumer Insight, Distinctive communication, Uncategorized

Fame, fluency and feeling are the three key drivers of brand growth, according to extensive research shared with us by one of our insight agency partners, System 1, at our…

Jan 17 2018

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Finding growth closer to the core, like Bonne Maman

By David Taylor Distinctive packaging & design, Grow Your Core Business

Too often, when it comes to innovation, brands look to stretch to new categories or bring whole new benefits before actually looking closer at the core, where there may be…

Jan 12 2018

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Hype busters: cutting through the hype about branding today

By David Taylor Uncategorized

Each year we do a set of New Year cards as a source of inspiration for our clients and contacts. This year the theme is 'Hype Busters: Busting the Hype…

Jan 10 2018

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Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Consumer Insight, Distinctive communication

Research for a recent brand vision project highlighted what is perhaps the best global brand campaign ever: ’You're not you when you're hungry’, by Snickers. We tipped the campaign for…

Jan 03 2018

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6 TIPS to HARNESS THE POWER OF HABITS

By David Taylor Leadership & performance

In this first post of 2018, I propose six actionable tips to implement a new and positive habit in your life, to help you achieve your ambitions for the year:…

Dec 18 2017

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Targeting ‘Millennials’ is nonsense: it’s a life-stage, not a segment

By David Taylor Consumer Insight

'Millennials' is one of the most over-used and mis-used buzzwords in marketing today. The term is often used to mistakenly portray people aged c. 25-34 as a homogeneous segment in…

Dec 01 2017

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TV’s enduring emotional edge vs social media

By David Taylor Distinctive communication

TV is still the media that best satisfies our human need for emotional connection, according to a fascinating Video Advertising Bureau (VAB) report: ‘Be Still My Viewing Heart’. Advertising on…

Nov 24 2017

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How can big brands can fight back?

By David Taylor Grow Your Core Business, Uncategorized

Big consumer brands face many challenges today, including retailer pressure, rising commodity prices and new, smaller 'insurgent brands'. Despite these challenges, big brands are not doomed to die, as the…

Nov 13 2017

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Are big brands really dying?

By David Taylor Grow Your Core Business, Uncategorized

The media is full of stories about big brands declining and even facing extinction. The dominant narrative is as follows: Big brands are losing out to smaller 'insurgent brands' These…

THE BLOG

The “3 Fs”: How fame, fluency and feeling drive brand growth

Finding growth closer to the core, like Bonne Maman

Hype busters: cutting through the hype about branding today

Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

6 TIPS to HARNESS THE POWER OF HABITS

Targeting ‘Millennials’ is nonsense: it’s a life-stage, not a segment

TV’s enduring emotional edge vs social media

How can big brands can fight back?

Are big brands really dying?

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