Brand-led business Archives

Feb 27 2020

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…

Apr 24 2019

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CureFit: Secrets of a successful start-up

By David Taylor Big brands under attack, Brand-led business, Distinctive products & services

India throbs to the beat of a million start-ups and CureFit is one of the most exciting, making big waves in the world of fitness, just three years after launch.…

Mar 20 2019

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Inside an insurgent: the Gran Luchito story

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big brands, In…

Jan 10 2019

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Focus on fundamentals in 2019, not shiny new toys

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

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne's timely cartoon reminds us of the risks…

Brand-led business61

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

CureFit: Secrets of a successful start-up

Inside an insurgent: the Gran Luchito story

Focus on fundamentals in 2019, not shiny new toys

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