Brand rejuvenation Archives

May 15 2018

Britain’s Biggest Brands in £137m turnaround

By David Taylor Brand rejuvenation

There's a lot of doom and gloom about the fate of big brands these days and specifically the threat of smaller, 'insurgent brands'. So, I was interested to read The…

Apr 27 2018

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Forget IQ. What’s your ability to ADAPT or AQ?

By David Taylor Brand rejuvenation

The great Stephen Hawking defined intelligence as ‘the ability to adapt to change’. And change dominates the landscape of any marketer today. Brands are re-defining their role in society, seeking…

Apr 12 2018

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Breathing new life into old brands: rejuvenation of Mini, Sodastream and Hofmeister

By David Taylor Brand rejuvenation

“Too often, investors, entrepreneurs and established companies ignore old brands capable of being reborn,” rightly points out Luke Johnson in one of his excellent Sunday Times columns (1). As he…

Mar 23 2018

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The danger of ditching distinctive assets: the Mr Kipling brand

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

The story of the Mr Kipling brand has some great learning about the dangers of ditching distinctive assets. Back in 2014 in a post on the cake brand I warned…

Mar 15 2018

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Rejuvenate or die: lessons from Toys R Us’ demise

By David Taylor Brand rejuvenation

I read over breakfast today how giant retailer Toys R Us will will close or sell all 885 US stores in the coming months, putting 33,000 jobs at risk (1).…

Mar 02 2018

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The Bridge Theatre’s Julius Caesar: how to reboot your brand

By David Taylor Brand rejuvenation

Can a 418 year old play about a story that happened over 2,000 years ago provide any inspiration for your brand? The answer is a resounding “Yes”, based on my…

Mar 06 2017

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Airbnb: turning brand purpose into action

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

I came across an interesting inside view of Airbnb whilst researching the brand for our new book - the brandgym: Rebooted for a Digital Age (out in September). The article…

Mar 04 2016

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The New Original Mini: 57 years of brilliant brand rejuvenation

By David Taylor Brand rejuvenation

The Taylor family are in the process of buying a new Mini. And the searching/buying experience has reminded me about just how brilliant a brand rejuvenation case this is. Here…

Jan 17 2012

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Tesco waited too long to revitalise the core

By David Taylor Brand rejuvenation

Tesco's troubles show what happens to a leader brand who waits too long to revitalise the core business. UK same-store sales dropped 2.3% over Xmas and have fallen for four…

Brand rejuvenation59

Britain’s Biggest Brands in £137m turnaround

Forget IQ. What’s your ability to ADAPT or AQ?

Breathing new life into old brands: rejuvenation of Mini, Sodastream and Hofmeister

The danger of ditching distinctive assets: the Mr Kipling brand

Rejuvenate or die: lessons from Toys R Us’ demise

The Bridge Theatre’s Julius Caesar: how to reboot your brand

Airbnb: turning brand purpose into action

The New Original Mini: 57 years of brilliant brand rejuvenation

Tesco waited too long to revitalise the core

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