Brand-led business Archives

Apr 20 2022

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…

Jan 10 2022

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Brand growth inspiration from our first 20 years

By David Taylor Brand-led business, Distinctive products & services, Grow Your Core Business

This year we created a special set of new year postcards, celebrating the first 20 years of the brandgym: BG20. In the spirit of fresh consistency, we re-visited the postcards…

Nov 16 2021

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Core renovation of a traditional service: Milk & More

By David Taylor Brand rejuvenation, Brand-led business

You can’t get a more traditional service than ‘the milkman’ (or milkperson as I guess they should be now called). Milkmen/women drive around delivering milk to your door on a…

Sep 09 2021

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Why is brand purpose failing to fully deliver ? New brandgym research (post 1 of 2)

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

This is the first of two posts sharing insights from our 14th annual research project on brand purpose. The research used a quantitative survey of 160+ senior marketing professionals across the…

Aug 18 2021

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5 ways the world’s fastest car can fuel your brand thinking

By David Taylor Brand-led business, Distinctive products & services, Innovation to Stretch into New Markets

Post by Jon Goldstone, Managing Partner based in London. I must admit I'd never hear of Rimac until I recently read about their new 55/45 joint venture with Porsche: ‘Bugatti…

Jul 07 2021

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Tech-enabled advertising: Castle Lite’s Cold Tracker

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

The most satisfying part of my job is seeing brandgym clients achieve their brand and business ambitions in the marketplace. A recent example was seeing the Castle Lite team and…

Jun 14 2021

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Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

By David Taylor Brand Portfolios & Architecture, Brand-led business, Naming

I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to…

Jun 10 2021

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Bumble’s CEO shares secrets of successful brand building

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

On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of 'female-first' dating app Bumble, talking about her secrets of success in…

May 12 2021

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Build the brand to build the business: Bloom & Wild

By David Taylor Brand-led business, Distinctive communication

Balancing short-term sales-focused marketing and marketing to build the brand was a topic of hot debate in a recent Mastering Brand Growth programme workshop. I suggested that great marketing can…

Brand-led business64

Image wrapper branding: the Evri name change

Brand growth inspiration from our first 20 years

Core renovation of a traditional service: Milk & More

Why is brand purpose failing to fully deliver ? New brandgym research (post 1 of 2)

5 ways the world’s fastest car can fuel your brand thinking

Tech-enabled advertising: Castle Lite’s Cold Tracker

Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”

Bumble’s CEO shares secrets of successful brand building

Build the brand to build the business: Bloom & Wild

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