Brand-led business Archives

Sep 24 2025

A Beautiful Blend of Sausage & Sizzle: Costa Made With Heart

By David Taylor Brand-led business, Distinctive communication

I love seeing brands breaking the trade off between functional and emotional benefits and showing how you can deliver both. Costa Coffee's new Made With Heart campaign does this, beautifully…

May 13 2025

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How to build a brand with low or no budget: Tenzing

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

How do you build a brand in a highly competitive market with a limited budget or even no budget? Tenzing and its founder Huib Van Bockel are a brilliant example…

Mar 04 2025

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abrdn finally bring an end to their name change nonsense

By David Taylor Brand-led business, Naming

Investment firm abrdn announced today that the firm has finally decided to bring an end to the name change nonsense I posted on here, four years ago, when it changed…

Dec 24 2024

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2024 IN REVIEW: TOP POSTS (PART 2)

By David Taylor Brand-led business

As 2024 draws to a close, it’s time to look back at some highlights from the 50 blog posts we’ve published so far this year. We’ve picked the most popular…

Dec 18 2024

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2024 IN REVIEW: TOP POSTS (PART1)

By David Taylor Brand-led business

As 2024 draws to a close, it’s time to look back at some highlights from the 50 blog posts we’ve published so far this year. We’ve picked the most popular…

Jul 26 2024

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Mark Ritson misses the mark on Liquid Death, but rightly champions product

By David Taylor Brand-led business

Mark Ritson sparked debate this week by dismissing the Liquid Death brand as being of "minuscule size", "built from packaging and promotion, and little else". His more serious gripe was…

Jun 19 2024

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10 ways to build brands on substance, not spin

By David Taylor Brand-led business

Back in 2016, the first brandgym blog post kicked off a campaign to “build brands on substance, not spin”. This was also the subtitle for our book Where's the Sausage, published…

Jun 05 2024

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BUILDING BRAND TRUST WITH BOTH SIDES OF THE BRAIN

By David Taylor Brand-led business, Distinctive communication

Post by Prasad Narasimhan, Managing Partner for South East Asia based in Bangalore, exploring some of the challenges of building and maintaining brand trust. Trust is a central pillar of…

May 22 2024

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Murdering a market with daring distinctiveness: Liquid Death

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Leadership & performance

Post by Charlotte White, Managing Partner based in New York. We questioned whether Gatorade’s stretch to Unflavoured Water was "Dumb or Genius" in a recent brandgym blog. Time will tell which…

Apr 17 2024

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Re-launching Air India: the 3 levels of brand-led business

By David Taylor Brand rejuvenation, Brand-led business

Post by Prasad Narasimhan, Managing Partner for Asia based in Bangalore. Air India recently launched a safety video that has been hugely loved by Indians, both at home and abroad…

Brand-led business64

A Beautiful Blend of Sausage & Sizzle: Costa Made With Heart

How to build a brand with low or no budget: Tenzing

abrdn finally bring an end to their name change nonsense

2024 IN REVIEW: TOP POSTS (PART 2)

2024 IN REVIEW: TOP POSTS (PART1)

Mark Ritson misses the mark on Liquid Death, but rightly champions product

10 ways to build brands on substance, not spin

BUILDING BRAND TRUST WITH BOTH SIDES OF THE BRAIN

Murdering a market with daring distinctiveness: Liquid Death

Re-launching Air India: the 3 levels of brand-led business

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