Brand Portfolios & Architecture Archives

Feb 10 2021

7 brand building steps that doubled Peloton’s business

By David Taylor 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven 'workouts' from our brandgym Academy Mastering Brand Growth Program. I also explore…

Dec 16 2020

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Brand portfolio focus: Coca-Cola “kill the zombies”

By David Taylor Brand Portfolios & Architecture

Coca-Cola is pursuing brand portfolio focus in response to the Covid crisis, which contributed to a 2nd quarter sales drop of 27%, the biggest quarterly decline in a decade. CEO…

Apr 10 2019

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Brand focus: laying bare why Majestic Wines is focusing on Naked

By David Taylor Brand Portfolios & Architecture

Majestic Wine Groups's plan to ditch the Majestic Wine Warehouse brand, close some stores and migrate the whole business to the Naked Wines brand* got a cold reception from investors,…

Oct 31 2018

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Effective range architecture: 5 key insights

By David Taylor Brand Portfolios & Architecture

At my local Dutch supermarket yesterday, I stared in utter confusion at the shelf of soya drinks, faced with explosion of possible choices & combinations. And I'm not alone. In supermarkets…

Oct 19 2018

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Brand Architecture for Business Growth

By David Taylor Brand Portfolios & Architecture

Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where a company tries…

Jul 04 2016

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Focus on the core: Sainsbury’s ditch discount chain

By David Taylor Brand Portfolios & Architecture

After several recent posts on Tesco focusing on its core business, here and here, today it is the turn of Sainsbury's to take the headlines. CEO Mike Coupe announced that…

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. …

Feb 01 2016

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“Brand-led transformation”: BT buy EE for £12.5 billion

By David Taylor Brand Portfolios & Architecture

The acquisition of the EE mobile network business by BT got the green light from competition authorities last week. Below I explore how the creation and development of the EE brand…

Dec 05 2007

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How to focus your portfolio: Danone’s Amazing Transformation

By David Taylor Brand Portfolios & Architecture

Danone's transformation over the last 10 years is nothing short of remarkable. The latest and perhaps most significant episodes in this story is coming to a close now. They are…

Brand Portfolios & Architecture19

7 brand building steps that doubled Peloton’s business

Brand portfolio focus: Coca-Cola “kill the zombies”

Brand focus: laying bare why Majestic Wines is focusing on Naked

Effective range architecture: 5 key insights

Brand Architecture for Business Growth

Focus on the core: Sainsbury’s ditch discount chain

Brand portfolio strategy: four ways to focus

“Brand-led transformation”: BT buy EE for £12.5 billion

How to focus your portfolio: Danone’s Amazing Transformation

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