Brand Vision, Positioning & Purpose Archives

Sep 10 2025

How Bold Beans tranformed a Basic Ingredient into a Premium Brand

By David Taylor Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services

Beans. Not exactly the sexiest category! Most marketers wouldn’t pick them as the battleground for premium innovation. But that’s exactly what Bold Bean Cº founder Amelia Christie-Miller has done, according…

Aug 20 2025

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B2B marketing doesn’t have to be boring: Work.Life

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication

B2B marketing can often lacks distinctiveness. On a project for a big insurance company we names this issue "the sea of blue": every brand used the same colour and also…

Jul 03 2025

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CROSTA MOLLICA – ITALIAN FOR BRAND LED GROWTH

By David Taylor Brand Vision, Positioning & Purpose, Distinctive products & services

I’ve spent over 30 years working in food and drink marketing and am always on the lookout for brands that are doing remarkable things. Crosta Mollica is one of those…

Apr 30 2025

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Sunspel’s strong core helps rejuvenate the brand

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose

A delivery of white t-shirts from Sunspel today reminded me of how important a strong core is when rejuvenating a brand. "The T-shirt of choice for discerning men and women,…

Mar 19 2025

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PROPER BRAND BUILDING BY YORKSHIRE TEA

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication, Grow Your Core Business

You imagine that a market as mature as tea is pretty stable, but over the last decade the UK tea market has experienced one of the biggest shifts in market…

Feb 12 2025

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Learning from creating personal passion brands

By David Taylor Brand Vision, Positioning & Purpose, Distinctive products & services, Food for thought, Naming, Personal purpose

If you work in marketing, creating a personal passion brand can be a great wonderful of fulfilment and learning. It’s a great opportunity to try out your own principles &…

May 22 2024

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Murdering a market with daring distinctiveness: Liquid Death

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

Post by Charlotte White, Managing Partner based in New York. We questioned whether Gatorade’s stretch to Unflavoured Water was "Dumb or Genius" in a recent brandgym blog. Time will tell which…

Apr 11 2024

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Building a beautiful brand with no budget: Accidentally Wes Anderson

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive products & services, Uncategorized

One of my favourite weekend activities of this year was visiting "Accidentally Wes Anderson: The Exhibition" (1) with Mrs Taylor, my daughter and her boyfriend Charlie. Do try and see…

Feb 14 2024

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8 tips for Practical Brand Positioning

By David Taylor Brand Vision, Positioning & Purpose

The world of marketing has changed dramatically in recent years. But brand positioning is still key for effective marketing according to 91% of marketing directors in our brandgym research. However,…

Brand Vision, Positioning & Purpose65

How Bold Beans tranformed a Basic Ingredient into a Premium Brand

B2B marketing doesn’t have to be boring: Work.Life

CROSTA MOLLICA – ITALIAN FOR BRAND LED GROWTH

Sunspel’s strong core helps rejuvenate the brand

PROPER BRAND BUILDING BY YORKSHIRE TEA

Learning from creating personal passion brands

Murdering a market with daring distinctiveness: Liquid Death

Building a beautiful brand with no budget: Accidentally Wes Anderson

8 tips for Practical Brand Positioning

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