Fresh consistency in action with Extra gum
The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. “The film is set in a world not too [...]
Build the brand to build the business: Bloom & Wild
Balancing short-term sales-focused marketing and marketing to build the brand was a topic of hot debate in a recent Mastering Brand Growth programme workshop. I suggested that great marketing can [...]
Busting 3 myths about broadcast TV
Broadcast TV is dead or at least in terminal decline. Right? This is what you would believe based on many news headlines you read. However, data on UK viewing habits from Thinkbox (1) shows that [...]
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 [...]
How to manage losing powerful brand properties?
Distinctive brand properties (e.g. logos, colors, slogans, mascots) are important to stand out in today’s fast paced and cluttered markets. Building strong brand properties takes years and [...]
By David Taylor
In 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training
Posted 7 brand building steps that doubled Peloton’s business
In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven ‘workouts’ from our upcoming brandgym Mastering Brand Growth Program. I [...]
B2B brand distinctiveness: Boston Dynamics’ Dancing Robots
This week’s example of distinctive B2B brand communication comes from an unusual source: a robotics company called Boston Dynamics. The company’s owner SoftBank recently decided to sell the [...]
By David Taylor
Posted 12 Top posts from a crazy 2020
As this bonkers year draws to a close, it’s time to look back on the year and pick some monthly highlights from our 52 weekly blog posts. In our 15 years of blogging, with almost 1,500 [...]
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. [...]
Share of Search: A New Way to Predict Market Share
Share of search on Google could be a cost effective and timely way of measuring brand health, according to a presentation by Les Binet, Adam&eveDDB’s Head of Effectiveness, at Effworks [...]