Image wrapper branding: the Evri name change
I thought I had seen it all when it comes to name change nonsense, with abrdn a recent example I posted on. But then my dad brought to my attention the ‘re-branding’ of Hermes, one of the one of [...]
Has Barilla Ditched Distinctive Brand Assets?
Distinctive brand assets such as logos, slogans and colours are valuable. So, any change should be carefully considered and managed. Barilla recently announced such a change with their new [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Global branding
Posted Jo Malone: the secrets behind the scent
Post by guest brandgym blog contributor Jessica Taylor, sharing real-life insights from her recent experience working as a stylist in Jo Malone’s flagship store on Regent Street, London. Jo [...]
By David Taylor
Posted Vilebrequin celebrates 50 years of distinctiveness
This week, I read an article in Wallpaper about swimwear brand Vilebrequin celebrating its 50th anniversary with an exclusive collection of swim trunks (1). In a nice touch, each trunk is [...]
By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive packaging & design, Leadership & performance, Social mission
Posted The Oatly brand growth story part 1: driving distinctiveness through the mix
The Oatly brand growth story is an amazing one. After 20 years of relatively low and stable revenues to 2014, a sleepy Swedish oat milk has transformed itself into a hyper-growth, lifestyle brand [...]
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 brandgym Academy Mastering Brand Growth Program. I also [...]
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 [...]