Global branding Archives

Oct 18 2022

Vaseline grow the core for 150 years and more

By David Taylor Global branding, Grow Your Core Business

I'm always on the hunt for new examples of growing the core, to use in our brandgym projects and on our brandgym Mastering Brand Growth program. Growing the core is…

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…

Apr 16 2021

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Lego’s constant core revitalisation

By David Taylor Core Range Extension, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business

Lego is a lockdown winner, with 2020 sales growing +13%, profits up +20% and market share gains achieved in its 12 largest markets (1). But these short term results are…

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…

Dec 13 2020

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Brand growth inspiration from … Mr Bean! (updated)

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive products & services, Global branding

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…

Apr 22 2020

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Cadbury remembers and refreshes what made it famous

By David Taylor Brand rejuvenation, Global branding, Grow Your Core Business

Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming. The league table of Britain’s biggest brands shows what a good job the Cadbury’s team have done…

Jul 06 2017

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Global brand management: head, heart and hands

By David Taylor Global branding, Leadership & performance

"The global marketer's role is tough – made harder by the knowledge that some of the most powerful people in the organisation would prefer it didn't exist at all," suggests…

Global branding6

Vaseline grow the core for 150 years and more

Jo Malone: the secrets behind the scent

Lego’s constant core revitalisation

7 brand building steps that doubled Peloton’s business

Brand growth inspiration from … Mr Bean! (updated)

Cadbury remembers and refreshes what made it famous

Global brand management: head, heart and hands

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