Brand-led business Archives

Jul 26 2024

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…

Dec 27 2023

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2023 IN REVIEW: TOP POSTS (PART 2)

By David Taylor Brand-led business

As 2023 draws to a close, it’s time to look back at some highlights from the 52 blog posts we’ve published in the last 12 months. We’ve picked the most…

Dec 20 2023

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2023 IN REVIEW: TOP POSTS (PART1)

By David Taylor Brand-led business

As 2023 draws to a close, it’s time to look back at some highlights from the 52 blog posts we’ve published in the last 12 months. We’ve picked the most…

Dec 06 2023

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Is that Heinz? Using your brand to solve a business issue

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

I love coming across examples of brand campaigns that solve real business issues. Not trying to indirectly influence the business. Identifying a tangible barrier to growth and finding a creative…

Nov 01 2023

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Lego brand’s new leader continues core revitalisation

By David Taylor Brand rejuvenation, Brand-led business, Grow Your Core Business

I've posted before on the success of the Lego brand in growing their core business. I was interested to read in the FT about how the company's new leader plans…

Jan 04 2023

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The 7 Deadly Sins of Brand Bureaucracy

By David Taylor Brand-led business

Our first post of 2023 revisits and refreshes the first ever brandgym article. The 7 Deadly Sins of Brand Bureaucracy was published 20 years ago this week in Market Leader magazine. I…

Brand-led business59

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

2023 IN REVIEW: TOP POSTS (PART 2)

2023 IN REVIEW: TOP POSTS (PART1)

Is that Heinz? Using your brand to solve a business issue

Lego brand’s new leader continues core revitalisation

The 7 Deadly Sins of Brand Bureaucracy

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