Brand-led business Archives

Mar 20 2019

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…

Sep 19 2018

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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.…

Brand-led business63

Inside an insurgent: the Gran Luchito story

Focus on fundamentals in 2019, not shiny new toys

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

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