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Social mission23

Feb 21 2024

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Making brand purpose work at work

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance, Social mission

"Give your work a genuine purpose" was the attention grabbing headline in a Times article I read this week (1). "Before the pandemic, 'purpose' was voted as the business buzzword…

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Apr 29 2023

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5 Lessons from the Bud Lite brand backlash

By David Taylor Distinctive communication, Leadership & performance, Social mission

The recent Bud Lite brand campaign with transgender social influencer Dylan Mulvaney has created a brutal backlash. Sales of the beer dropped 17% after the campaign and $6 billion was…

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Feb 08 2022

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Stretching to grow the core: Expert Impact Speakers

By David Taylor Innovation to Stretch into New Markets, Social mission

Expert Impact Mentors is a brilliant organisation that provides free mentoring to social entrepreneurs. I’ve worked as a volunteer mentor for several years and get a huge kick out of…

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Jan 18 2022

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Has Unilever lost the plot on purpose?

By David Taylor Brand Vision, Positioning & Purpose, Social mission

Famous fund manager Terry Smith recently joined Byron Sharp and Mark Ritson in slagging off brand purpose. Terry’s target was Unilever. He ridiculed what he called an obsession with “publicly…

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Oct 13 2021

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3 ways sustainability can help SELL MORE STUFF

By David Taylor Brand Vision, Positioning & Purpose, Social mission

We posted recently on the importance of rooting brand purpose in your product, not just on sustainability. Product plays a key role in brand purchase for 90% of consumer, with…

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Sep 15 2021

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Making purpose PAY: new brandgym research (post 2 of 2)

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance, Social mission

This is the second of two posts sharing insights from our 14th annual research project on brand purpose. We look at how to make brand purpose pay by firmly rooting it…

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Aug 25 2021

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The Oatly brand growth story part 1: driving distinctiveness through the mix

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive packaging & design, Leadership & performance, Social mission

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…

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Jul 02 2021

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Making brands truly consumer-centric: perspectives from a disabled marketeer

By David Taylor Brand-led business, Consumer Insight, Distinctive products & services, Social mission

Post by Bety Martinez, our brilliant brandgym Partner based in Mexico City. This week, I was moved by a report from Interbrand on “The pursuit of the barrier-free brand experience”…

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May 16 2021

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Brand-led business for social enterprises (purpose, product, properties)

By David Taylor Brand Vision, Positioning & Purpose, Social mission

‘How to Create a Strong Brand for Your Social Enterprise‘ is a short film I recently recorded with Expert Impact (1), as part of their Business Bitesize series. This wonderful…

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Dec 03 2020

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A brand-led business is born: Greenwood

By David Taylor Brand-led business, Distinctive products & services, Social mission, Uncategorized

Post by David Nichols, Group Managing Partner and Head of brandgym|Create. We're always looking out for examples of what we call brand-led business: where the brand drives the whole business,…

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The Oatly brand growth story part 1: driving distinctiveness through the mix 25 August 2021

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