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 [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Workshops
Posted Distinctiveness beats differentiation for Nix & Kix
The biggest kick I get in my job is seeing a brand strategy come to life in the marketplace with impact to drive distinctiveness. So, I was thrilled to bits when a special delivery of Nix & [...]
By David Taylor
Posted ‘Bake the brand’ into EVERYTHING you do like Orlebar Brown
The hallway of the Taylor residence has taken on the look of a post office sorting room during lockdown, with piles of packages arriving or being re-packed up ready for return. Most of the online [...]
Adding value though packaging: Lurpak’s Butterbox
Post by David Nichols, Group Managing Partner and Head of Invention How do you keep driving profitable growth of a leader brand, bringing in new users and delighting current ones, when it already [...]
MAKE YOUR BRAND FIT FOR ONLINE LIKE FLINNDAL
Post by Anne Charbonneau, Managing Parter based in Amsterdam. The importance of the online channel has sky-rocketed during the Covid crisis. Tesco reported a 49% jump in online sales (three [...]
The nonsense of NASA’s logo changes
Post by Bety Martinez, Partner based in Mexico City. NASA successfully launched two astronauts to the International Space Station in SpaceX’s Falcon 9 capsule on May 30th. However, NASA [...]
10 tips to harness the power of brand-led design
Post by Simon Gore, Managing Partner and brandgym’s head of Naming & Visual Identity. I’m often asked about how to get the best out of creative teams when working on design and visual [...]
Coca-Cola’s Signature Mixers core range extension
Coca-Cola’s ‘Signature Mixers’ launch is a bold move that has provoked some debate at the brandgym, Here we look at the points that could influence the chances of success of this core range [...]
How to create a new category like White Claw
Post by Jon Goldstone, Managing Partner, Global and head of brand revitalisation. As I read the Nielsen Bases US Innovation List for 2019 White Claw, a hard seltzer launched in 2017, really stood [...]