Brand Strategy Guides, Insights & Innovations

Apr 06 2024

Using varianting to grow the core: Tango

By David Taylor Core Range Extension, Grow Your Core Business

Post by Charlie White, Managing Partner based in New York. Growing the core is a particular passion of mine. I saw it in action first hand during the last decade…

Mar 28 2024

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Breathing new life into a heritage brand: Belstaff

By David Taylor Brand rejuvenation

Revitalising a heritage brand requires a delicate balance of freshness and consistency. Today, during a walk down Regent Street, I spotted an example of a brand that seems to be…

Mar 22 2024

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How to Bring Body Shop back from the brink?

By David Taylor Brand rejuvenation

There has been lots of negative news recently about the plight of the Body Shop. The UK arm was put into administration last month by private equity firm Aurelius, only three months after…

Mar 15 2024

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BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?

By David Taylor Distinctive communication

Post by Prasad Narasimhan, Managing Partner for South East Asia, based in Bangalore. Brand communities are not new. The Harley Owners Group (HOG), for example, is the stuff of legend.…

Mar 08 2024

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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 2024 as you think about your marketing training priorities? Marketing Directors were asked this question in a survey by…

Feb 28 2024

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Driving Distinctiveness in “the Disneyland of Dairy Stores”: Stew Leonard’s

By David Taylor Distinctive brand activation, Distinctive products & services

Post by our new brandgym partner in New York, Charlotte White. Newly arrived in the US, the first place my kids wanted to visit was not the bright lights of…

Feb 14 2024

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8 tips for Practical Brand Positioning

By David Taylor Brand Vision, Positioning & Purpose

The world of marketing has changed dramatically in recent years. But brand positioning is still key for effective marketing according to 91% of marketing directors in our brandgym research. However,…

Feb 07 2024

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Brand Rejuvenation Lessons from Sondheim’s ‘Merrily We Roll Along’

By David Taylor Brand rejuvenation

Post by David Nichols, Group Managing Partner, Head of Invention (and secret Sondheim fanatic). I got some unexpected inspiration on brand rejuvenation during a night at a Broadway show on…

Jan 31 2024

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ZOE GIVES BRAND STRETCH A SHOT

By David Taylor Innovation to Stretch into New Markets

A full page advert for an attempt at brand stretching grabbed my attention this weekend. The new product in question is a probiotic gut shot from ZOE, created in collaboration…

THE BLOG

Using varianting to grow the core: Tango

Breathing new life into a heritage brand: Belstaff

How to Bring Body Shop back from the brink?

BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?

Brand strategy: top training priority for CMOs

Driving Distinctiveness in “the Disneyland of Dairy Stores”: Stew Leonard’s

8 tips for Practical Brand Positioning

Brand Rejuvenation Lessons from Sondheim’s ‘Merrily We Roll Along’

ZOE GIVES BRAND STRETCH A SHOT

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