Brand-led business Archives

Sep 19 2018

Uber ditches its dodgy design

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

Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time,…

Aug 29 2018

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Rejuvenating the Royal Enfield brand from the ‘inside-out’

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

Royal Enfield (RE) is a great example of a company successfully addressing one of the biggest challenges in marketing: rejuvenating a brand in trouble. Back in 2000, the Indian-based RE…

Aug 22 2018

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Lessons from a successful start-up: Tenzing

By David Taylor Brand-led business

I got some great brand inspiration from a recent meeting with Huib Van Bockel, founder of natural energy drink Tenzing. He was one of the brandgym's first clients back in his Unilever…

Jun 27 2018

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Tysons Foods turbo-charged growth shows big brands are NOT doomed

By David Taylor Brand rejuvenation, Brand-led business

The tale of two food companies shows that big consumer goods brands are NOT doomed to decline, despite the negative predictions to this effect in many newspapers and consultancy reports. “Food…

Jun 21 2018

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Corporate brand positioning: focus on benefits, not values

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

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers etc.) (1). The…

Jun 14 2018

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Farmdrop: building a brilliant brand-led business

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

This week I learnt first-hand how Farmdrop has built its business by leading with a brilliant product, supported by a social & ethical mission. The Farmdrop website and mobile app allows…

Oct 25 2016

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Sonos: nailing a consumer insight

By David Taylor Brand-led business

The poster below from Sonos really grabbed my attention when I was waiting for a tube train this week. Nothing too fancy. Not a higher order, lifestyle-driven piece of communication.…

Jun 15 2016

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Brand portfolio strategy: four ways to focus

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

I'm a big believer in the power of brand portfolio strategy. It's one of the key topics in our brandgym Mastering Brand Growth program on our brandgym Academy online training platform. …

Aug 25 2006

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Apple: a true brand-led business

By David Taylor Brand-led business

The new CMO of sponsorship agency IMG, Robert Birge, perfectly summed up Apple's success in a recent interview with Craig Montgommery', that I discovered thanks to the Brand Builder Blog:…

Brand-led business61

Uber ditches its dodgy design

Rejuvenating the Royal Enfield brand from the ‘inside-out’

Lessons from a successful start-up: Tenzing

Tysons Foods turbo-charged growth shows big brands are NOT doomed

Corporate brand positioning: focus on benefits, not values

Farmdrop: building a brilliant brand-led business

Sonos: nailing a consumer insight

Brand portfolio strategy: four ways to focus

Apple: a true brand-led business

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