Brand Strategy Guides, Insights & Innovations

Aug 17 2017

Utility matters more than love for most brands

By David Taylor Uncategorized

Tom Fishburne's latest bit of cartoon genius below pokes fun at the 'Lovemark' concept coined by former Saatchi & Saatchi CEO Kevin Roberts back in 2005. This philosophy urged companies…

Aug 15 2017

Love0

F**ck it and do it. Now

By David Taylor Personal purpose

Warning: personal post on life, not branding. I was shocked to the core by the recent death of a friend from Putney. A really lovely guy. Super smart and super…

Aug 10 2017

Love0

M&M’s pots: packaging to grow the core

By David Taylor Uncategorized

M&Ms is a mega-brand by anyone’s reckoning - more than 400 million individual M&M's are produced every day in the United States and it has an estimated $4bn global turnover…

Aug 08 2017

Love0

Why people really buy: consumer decision journeys

By David Taylor Uncategorized

Understanding consumer decision making has become much more complex given the rise of digital and social media. Online has grown as a sales channel, accounting for c. 9% of US retail…

Aug 03 2017

Love0

Ad industry out of touch with media habits

By David Taylor Uncategorized

The dominance of digital media and the demise of TV is a common theme in the marketing press and at conferences. But it seems the advertising industry is abysmal at understanding…

Jul 31 2017

Love0

Strategically stretching your brand

By David Taylor Uncategorized

Last week I posted on an approach to brand extension that I called 'radical brand stretching', and expressed concerns that it lacked strategic rigour and business reality. In this post…

Jul 27 2017

Love0

Is Joon a joke? Air France take obsession with millennials to new heights

By David Taylor Uncategorized

Air France have flown the obsession with 'millennials' to new heights by creating a whole new brand for them called Joon. Yes. You read that right. A totally new brand.…

Jul 25 2017

Love0

How to add more fizz to the Sodastream brand

By David Taylor Uncategorized

I was interested to read about the latest communication campaign by Sodastream, the home carbonation brand, in this week's Marketing here. The campaign is the latest move in an attempt…

Jul 20 2017

Love0

Are consumer insights really dead?

By David Taylor Uncategorized

'Consumer Insights are Dead', according to a provocatively titled article on Linked In by Jim White, here. In fact, Jim is not really suggesting consumer insight is dead, he is…

Jul 18 2017

Love0

Is the future of shopping Brandless?

By David Taylor Uncategorized

Brandless is an interesting new online business which launched in the US this week, backed by $50million in venture capital funding. The site offers what the company describes as "A thoughtful,…

THE BLOG

Utility matters more than love for most brands

F**ck it and do it. Now

M&M’s pots: packaging to grow the core

Why people really buy: consumer decision journeys

Ad industry out of touch with media habits

Strategically stretching your brand

Is Joon a joke? Air France take obsession with millennials to new heights

How to add more fizz to the Sodastream brand

Are consumer insights really dead?

Is the future of shopping Brandless?

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