Brand-led business Archives

Jun 21 2018

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:…

Aug 25 2006

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“Where’s the sausage?”: building brands on substance, not spin

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

This new blog is part of a bigger brandgym campaign for building brands on substance, not spin. We think brands should focus more on the "sausage" of branding, relevant product…

Brand-led business66

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

“Where’s the sausage?”: building brands on substance, not spin

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