Brand-led business Archives

Jun 17 2020

Creating ‘signature services’ in a socially distanced world

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

Post by Remona Duquesne, Managing Partner based in Singapore. Brand experience plays a significant role in successful brand-led businesses, particularly in service sectors like travel, hospitality and retail. But how…

Jun 10 2020

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Embracing virtual working to keep brands fit: 13th Annual Research Paper

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Covid Crisis, Grow Your Core Business, Workshops

Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the fundamental…

Feb 27 2020

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Bringing brand experience to life

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Distinctive products & services, Internal engagement

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Today’s social world raises the bar for brands The best brands today recognize the need…

Feb 01 2020

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Customer CARE when things go bad: how Emirates got it wrong

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

Guest post by Prasad Narasimhan, Managing Partner based in Bangalore India, and a specialist in Brand Experience. They say that a man’s true character only reveals itself in tough times.…

Nov 22 2019

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Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

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

Julian Dunkerton of Superdry is the latest ‘Brand CEO’ that I’m backing with cold, hard cash. Brand CEOs are leaders who are the living, breathing embodiment of their brands. I…

Oct 23 2019

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Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

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

Over the years, I’ve walked into a number of advertising campaign briefings only to realise halfway through that the company didn't need advertising, it needed branding. Advertising is only a…

Jul 24 2019

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Brand revitalisation needs strategy AND people: Pascual

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

Brand revitalisation of an old and slightly dusty brand is one of the greatest challenges in marketing. And this was just the challenge faced by Mar Doñate, Marketing Director of Spanish…

Brand-led business64

Creating ‘signature services’ in a socially distanced world

Embracing virtual working to keep brands fit: 13th Annual Research Paper

Bringing brand experience to life

Customer CARE when things go bad: how Emirates got it wrong

Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

Brand revitalisation needs strategy AND people: Pascual

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