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 [...]
By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight, Covid Crisis, Innovation to Stretch into New Markets, Leadership & performance
Posted How to pivot your brand to save your business
I love reading about small brands ‘pivoting’ to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom [...]
Cadbury remembers and refreshes what made it famous
Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming. The league table of Britain’s biggest brands shows what a good job the Cadbury’s team have done at revitalising [...]
Bournvita: the challenge of balancing freshness AND consistency
Post by Prasad Narsimhan, Managing Partner Asia based in Bangalore. A new campaign by Bournvita, Indian kids’ favourite malted drink, shows the challenge of balancing freshness and consistency to [...]
By David Taylor
In Brand rejuvenation, Distinctive products & services, Grow Your Core Business, Innovation to Stretch into New Markets
Posted Retail revitalisation has Pets at Home sales purring
Pets at Home is bucking the trend for retailers to struggle and even go bust. They have just posted forecast-beating first half results, with a near 19% growth in underlying pre-tax profit and an [...]