Brand Strategy Guides, Insights & Innovations

Sep 11 2024

How the Crocs brand got its bite back: Part 2 on BRAND MARKETING

By David Taylor Brand rejuvenation

Last week we looked at the role FOCUS played in the dramatic turnaround of the Crocs brand revitalisation. As a re-cap, the new brand strategy implemented in 2017 helped drive…

Sep 04 2024

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How the Crocs brand got its bite back: Part 1 on FOCUS

By David Taylor Brand rejuvenation

The dramatic turnaround of the Crocs brand is one of the most impressive brand revitalisation example I've come across. The company was on the verge of bankruptcy back in 2009,…

Aug 28 2024

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Apple’s Vision Pro: brand stretch hit or miss?

By David Taylor Innovation to Stretch into New Markets

Apple's Vision Pro mixed reality headset went on sale in the UK this week, following a US launch earlier in the year. This is Apple's biggest new brand stretch attempt…

Aug 21 2024

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Vodafone x Glastonbury: brilliant brand activation

By David Taylor Distinctive brand activation

I recently came across another great example of a brand activating a sponsorship effectively, hot on the heels of my earlier post on the No Lays. No Game campaign. The…

Aug 14 2024

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Find Creativity in the Everyday like P&G

By David Taylor Consumer Insight, Distinctive communication

This week, I came across an interesting article on the keynote given at Cannes by P&G's Chief Brand Officer. Marc Prichard talked about the company's approach to marketing and in…

Aug 07 2024

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Using Entertainment to Promote Your Brand: the F1 Movie

By David Taylor Distinctive communication

Harnessing the power of entertainment is a popular strategy for brands trying to raise their profile and attract new audiences. Last summer we had the Barbie movie. Lego have created…

Jul 31 2024

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34 years of fresh consistency: Head & Shoulders Don’t

By David Taylor Distinctive communication, Grow Your Core Business

My jaw dropped when watching a Head & Shoulders ad during the Euros soccer tournament last week. A hunky looking guy is asked "I didn't know you had dandruff?" by…

Jul 26 2024

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Mark Ritson misses the mark on Liquid Death, but rightly champions product

By David Taylor Brand-led business

Mark Ritson sparked debate this week by dismissing the Liquid Death brand as being of "minuscule size", "built from packaging and promotion, and little else". His more serious gripe was…

Jul 15 2024

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The Danger of Ditching distinctive assets: Northampton Saints

By David Taylor Distinctive packaging & design

A controversial change to a leading English rugby club's visual identity hit the new headlines last week. This shows how distinctive brand assets (DBAs) are a hot topic for all…

Jul 10 2024

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Revitalisation beats re-positioning: the new Lynx Effect

By David Taylor Brand rejuvenation, Grow Your Core Business

Two years ago, I posted on Lynx's revitalisation using a revamped version of their original brand idea: The NEW Lynx* Effect. I suggested this was a better way forward than…

THE BLOG

How the Crocs brand got its bite back: Part 2 on BRAND MARKETING

How the Crocs brand got its bite back: Part 1 on FOCUS

Apple’s Vision Pro: brand stretch hit or miss?

Vodafone x Glastonbury: brilliant brand activation

Find Creativity in the Everyday like P&G

Using Entertainment to Promote Your Brand: the F1 Movie

34 years of fresh consistency: Head & Shoulders Don’t

Mark Ritson misses the mark on Liquid Death, but rightly champions product

The Danger of Ditching distinctive assets: Northampton Saints

Revitalisation beats re-positioning: the new Lynx Effect

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