Distinctive packaging & design Archives

Mar 15 2023

How Brand Property Changes Can Destroy Brand Equity

By David Taylor Distinctive packaging & design

Recent years has seen many brands simplify and “flatten” their logos. A common rationale is to make the logos easier to use in mobile-first digital marketing. To me, this seemed…

Jan 11 2023

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TRUE BRAND PARTERSHIP: COCA COLA at GALAXY’S EDGE in DISNEYLAND

By David Taylor Distinctive packaging & design

Post by brandgym partner Bety Martinez, based in Mexico City. Brand partnerships can often feel forced; a marriage of convenience rather than a strategic alliance creating synergy for both parties.…

Sep 07 2022

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Driving Distinctiveness to take on big brands: Orchard Pig

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution

Participants on the Mastering Brand Growth program often ask about how to grow small brands with limited marketing budgets. For such 'challenger brands', the key is to drive distinctiveness through…

Apr 20 2022

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Image wrapper branding: the Evri name change

By David Taylor Brand-led business, Distinctive packaging & design

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…

Apr 06 2022

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Has Barilla Ditched Distinctive Brand Assets?

By David Taylor Distinctive packaging & design

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 logo.…

Jan 23 2022

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Jo Malone: the secrets behind the scent

By David Taylor Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Global branding

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 Malone…

Nov 11 2021

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Vilebrequin celebrates 50 years of distinctiveness

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

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…

Feb 25 2021

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How to manage losing powerful brand properties?

By David Taylor Distinctive communication, Distinctive packaging & design

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 millions of dollars.…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor '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

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 explore…

Distinctive packaging & design59

How Brand Property Changes Can Destroy Brand Equity

TRUE BRAND PARTERSHIP: COCA COLA at GALAXY’S EDGE in DISNEYLAND

Driving Distinctiveness to take on big brands: Orchard Pig

Image wrapper branding: the Evri name change

Has Barilla Ditched Distinctive Brand Assets?

Jo Malone: the secrets behind the scent

Vilebrequin celebrates 50 years of distinctiveness

How to manage losing powerful brand properties?

7 brand building steps that doubled Peloton’s business

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