Brand rejuvenation Archives

Dec 13 2020

Brand growth inspiration from … Mr Bean! (updated)

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive products & services, Global branding

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…

Aug 05 2020

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Characters: effective but under-used (and mis-used) brand assets

By David Taylor Brand rejuvenation, Distinctive communication

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 effectiveness,…

Jul 15 2020

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How to pivot your brand to save your business

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight, Covid Crisis, Innovation to Stretch into New Markets, Leadership & performance

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 that dominate…

Apr 22 2020

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Cadbury remembers and refreshes what made it famous

By David Taylor Brand rejuvenation, Global branding, Grow Your Core Business

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…

Dec 18 2019

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Bournvita: the challenge of balancing freshness AND consistency

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

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 maintain…

Nov 28 2019

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Retail revitalisation has Pets at Home sales purring

By David Taylor Brand rejuvenation, Distinctive products & services, Grow Your Core Business, Innovation to Stretch into New Markets

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…

Oct 15 2019

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Tiffany’s brand revitalisation: balancing freshness and consistency

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive products & services, Driving Distribution, Grow Your Core Business

Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this…

Oct 02 2019

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Brand revitalisation: brand it like Bond

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

The official James Bond Twitter account revealed that the 25th film in the super-spy series will be called No Time To Die and will open in April 2020. (Update: if only this proved to…

Jul 24 2019

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Brand revitalisation needs strategy AND people: Pascual

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Brand-led business, Leadership & performance

Brand revitalisation of an old and slightly dusty brand is one of the greatest challenges in marketing. And this was just the challenge faced by Mar Doñate, Marketing Director of Spanish…

Brand rejuvenation56

Brand growth inspiration from … Mr Bean! (updated)

Characters: effective but under-used (and mis-used) brand assets

How to pivot your brand to save your business

Cadbury remembers and refreshes what made it famous

Bournvita: the challenge of balancing freshness AND consistency

Retail revitalisation has Pets at Home sales purring

Tiffany’s brand revitalisation: balancing freshness and consistency

Brand revitalisation: brand it like Bond

Brand revitalisation needs strategy AND people: Pascual

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