Brand rejuvenation Archives

Feb 07 2024

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…

Nov 01 2023

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Lego brand’s new leader continues core revitalisation

By David Taylor Brand rejuvenation, Brand-led business, Grow Your Core Business

I've posted before on the success of the Lego brand in growing their core business. I was interested to read in the FT about how the company's new leader plans…

Oct 25 2023

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ITV’s strategic brand stretch pays off: ITVX

By David Taylor Brand Portfolios & Architecture, Brand rejuvenation

I was lucky to work back in 2021 with ITV on the revitalisation of ITV, including the strategy for fully stretching into streaming. I posted in November last year on…

Oct 11 2023

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Putting product at the heart of purpose: the Tango brand

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose

The Tango brand of soft drink is going back to the product roots that made it famous, according to an article in Marketing Week I read this week (1). Tango…

Jun 23 2023

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A Remarkable Revitalisation: How K-Way rose from the flames

By David Taylor Brand rejuvenation

The resurrection of an old and outdated brand is a daunting challenge at the best of times. For clothing brand K-Way, a phoenix-like revival was literally needed. A fire razed…

Jun 16 2023

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Re-discovering distinctive brand assets: Mr Kipling

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive packaging & design

Managing distinctive brand assets (slogans, colours, logos etc.) requires a careful balance of freshness on the one hand and consistency on the other. British cake brand Mr Kipling suffered from…

Mar 08 2023

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The Sunspel brand rejuvenation: back from the brink

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose

An email from Sunspel, one of my favourite fashion brands, grabbed my attention today. Sunspel is a great example of rejuvenation, telling stories about its heritage whilst being up to…

Feb 10 2023

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UNBOXING VOLVO’S BRAND REVITALISATION

By David Taylor Brand rejuvenation

Back in 2010, the Volvo brand was seen as solid: famous for safety but rather boring. “Buying a Volvo is like going to the dentist: something you have to do…

Dec 08 2022

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STRETCH to REVITALISE YOUR BRAND: ITV

By David Taylor Brand rejuvenation

Brand stretching, done well, can play a key role in revitalising a brand. One example of this in action is ITV’s new streaming service, ITVX. It launches fully today, replacing…

Nov 23 2022

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BRAND MARKETING CONTINUES to WORK for AIRBNB

By David Taylor Brand rejuvenation, Brand-led business, Distinctive communication, Distinctive products & services

I was interested to see Airbnb's latest quarterly earnings report this month. In particular, I was curious to see an update on their strategy of re-focusing on brand marketing and…

Brand rejuvenation69

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

Lego brand’s new leader continues core revitalisation

ITV’s strategic brand stretch pays off: ITVX

Putting product at the heart of purpose: the Tango brand

A Remarkable Revitalisation: How K-Way rose from the flames

Re-discovering distinctive brand assets: Mr Kipling

The Sunspel brand rejuvenation: back from the brink

UNBOXING VOLVO’S BRAND REVITALISATION

STRETCH to REVITALISE YOUR BRAND: ITV

BRAND MARKETING CONTINUES to WORK for AIRBNB

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