FRESH CONSISTENCY HELPS TOP GUN FLY HIGH
I’ve just stepped out of the cinema having watched Top Gun: Maverick with fellow brandgym partner David T. And wow, what a film! As an acrobatic pilot myself (more on that in another [...]
Brand rejuvenation: the fall and rise of Levi’s
It’s easy to get carried away by the creative brilliance of a one-off, stand-alone campaign. But the most instructive case studies look at long term brand evolution. One such case is the brand [...]
By David Taylor
In Brand rejuvenation, Brand-led business, Distinctive communication, Distinctive products & services
Posted BRAND MARKETING BENEFITS AIRBNB
Airbnb reported its strongest ever quarterly results in the 4th quarter of 2021. Revenue of $1.5bn was up 38% vs. 2019. At the same time, sales and marketing spend decreased by 25% (excluding [...]
By David Taylor
In Brand rejuvenation, Consumer Insight, Grow Your Core Business, Innovation to Stretch into New Markets
Posted Relentless revitalisation pays off for Pets at Home
I’m pleased to see that positive predictions about Pets at Home in this post two years ago proved to be accurate. Pre-tax profits rose +81% to £71 million in the 28 weeks to October, 2021 [...]
Core renovation of a traditional service: Milk & More
You can’t get a more traditional service than ‘the milkman’ (or milkperson as I guess they should be now called). Milkmen/women drive around delivering milk to your door on a daily basis. I [...]
Brand Bond’s relentless revitalisation: NO TIME to DIE
So, have you seen No Time to Die, the new Bond movie? And if so, what did you think?! Whatever your views, James Bond remains a fascinating and inspiring example of brand revitalisation. No Time [...]
By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive packaging & design, Leadership & performance, Social mission
Posted The Oatly brand growth story part 1: driving distinctiveness through the mix
The Oatly brand growth story is an amazing one. After 20 years of relatively low and stable revenues to 2014, a sleepy Swedish oat milk has transformed itself into a hyper-growth, lifestyle brand [...]
By David Taylor
Posted Airbnb’s global brand campaign fails on fresh consistency
I read with interest that Airbnb was launching a new global brand campaign. A holiday is top on my lockdown-liberation wish-list, as I’m sure it is for lots of people. I was hoping for an [...]
By David Taylor
Posted Brand growth inspiration from … Mr Bean! (updated)
Inspiration on brand growth this week comes from an unusual source: Mr Bean. An article in The Times (1) explored some of the reasons for the character’s enduring and ever-growing global appeal. [...]
Characters: effective but under-used (and mis-used) brand assets
Two examples of brands dropping characters from campaigns grabbed my attention this week. Direct Line killed off the Winston Wolf campaign, a masterclass in using ‘fresh consistency’ to boost [...]