Brand Strategy Guides, Insights & Innovations

Apr 11 2025

“It’s Always Burberry Weather”: Burberry refreshes the core

By David Taylor Grow Your Core Business

The new campaign from the Burberry brand made me stop and smile when arriving at Heathrow Terminal 5 this week. The campaign, It's Always Burberry Weather, was displayed on huge…

Apr 02 2025

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Beautifully blending function & emotion: Rimowa brand campaign

By David Taylor Distinctive communication, Distinctive products & services

Marketers are often told they need to choose between communicating the brand or selling the product. The latest Rimowa brand campaign shows how to break this trade-off and do both.…

Mar 26 2025

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Harnessing AI to amplify brand assets: O2 and VCCP/faith

By David Taylor AI, Distinctive brand activation, Distinctive communication

"How to keep your brand consistent when AI tools can generate infinite variations?" This critical question was recently posted by Paul Dervan, Miro's Head of Brand Marketing (1). He went…

Mar 19 2025

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PROPER BRAND BUILDING BY YORKSHIRE TEA

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication, Grow Your Core Business

You imagine that a market as mature as tea is pretty stable, but over the last decade the UK tea market has experienced one of the biggest shifts in market…

Mar 12 2025

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Brand strategy: top training priority for CMOs

By David Taylor Covid Crisis, Marketing training

Which marketing capability is the most important to work on in 2025 as you think about your marketing training priorities? Marketing Directors were asked this question in a survey by…

Mar 04 2025

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abrdn finally bring an end to their name change nonsense

By David Taylor Brand-led business, Naming

Investment firm abrdn announced today that the firm has finally decided to bring an end to the name change nonsense I posted on here, four years ago, when it changed…

Feb 24 2025

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The billion pound benefits of fresh consistency: new research

By David Taylor Distinctive communication, Uncategorised

We've been talking about the power of fresh consistency for many years, in our blog, books, training programs and consulting projects. It's exciting to now have quantitative data to back…

Feb 19 2025

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Service innovation to grow the core: Kleenex Pollen Pall

By David Taylor Distinctive products & services, Grow Your Core Business

Service innovation to grow the core was the fascinating topic of a Linked In post I recently read (1). The author, Guillaume Gaussens, starts with a great summary of core…

Feb 19 2025

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Calpol poster show how to create an impactful outdoor campaign

By David Taylor Distinctive communication

Out-of-home advertising needs to be simple and direct to be effective. A good example is Calpol's recent poster campaign, as shown by another great post from Andrew Tindall of System…

Feb 12 2025

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Learning from creating personal passion brands

By David Taylor Brand Vision, Positioning & Purpose, Distinctive products & services, Food for thought, Naming, Personal purpose

If you work in marketing, creating a personal passion brand can be a great wonderful of fulfilment and learning. It’s a great opportunity to try out your own principles &…

THE BLOG

“It’s Always Burberry Weather”: Burberry refreshes the core

Beautifully blending function & emotion: Rimowa brand campaign

Harnessing AI to amplify brand assets: O2 and VCCP/faith

PROPER BRAND BUILDING BY YORKSHIRE TEA

Brand strategy: top training priority for CMOs

abrdn finally bring an end to their name change nonsense

The billion pound benefits of fresh consistency: new research

Service innovation to grow the core: Kleenex Pollen Pall

Calpol poster show how to create an impactful outdoor campaign

Learning from creating personal passion brands

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