Brand Vision, Positioning & Purpose Archives

May 22 2024

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,…

Oct 11 2023

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Putting product at the heart of purpose: the Tango brand

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

The Tango brand of soft drink is going back to the product roots that made it famous, according to an article in Marketing Week I read this week (1). Tango…

Jul 05 2023

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Root brand Purpose in your Product to Boost Effectiveness

By David Taylor Brand Vision, Positioning & Purpose

Brand purpose came up in conversation this week with a global brand team. The CEO was concerned that work done to date by the brand team and their agency risked…

Mar 29 2023

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Assemblage: blending a brilliant brand

By David Taylor Brand Vision, Positioning & Purpose

I've often thought of brand strategy as being a process of blending different insights and ideas. And so I was excited to read a new book on this topic called…

Mar 22 2023

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Defining a distinctive brand personality: Fettle

By David Taylor Brand Vision, Positioning & Purpose

Getting your bike repaired is not the most fun activity. However, recently repairing my own bike did provide inspiration on defining and delivering a distinctive brand personality. The inspiration came…

Mar 08 2023

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The Sunspel brand rejuvenation: back from the brink

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

An email from Sunspel, one of my favourite fashion brands, grabbed my attention today. Sunspel is a great example of rejuvenation, telling stories about its heritage whilst being up to…

Feb 01 2023

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Casio, Piqué and Shakira: a missed opportunity for Influencer Advocacy?

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose

Recent massive media coverage prompted by Shakira's latest hit song, BZRP Music Session #53, presented some interesting learning about 'influencer advocacy'. This involves a celebrity promoting a product because they like…

Brand Vision, Positioning & Purpose59

Murdering a market with daring distinctiveness: Liquid Death

Building a beautiful brand with no budget: Accidentally Wes Anderson

8 tips for Practical Brand Positioning

Putting product at the heart of purpose: the Tango brand

Root brand Purpose in your Product to Boost Effectiveness

Assemblage: blending a brilliant brand

Defining a distinctive brand personality: Fettle

The Sunspel brand rejuvenation: back from the brink

Casio, Piqué and Shakira: a missed opportunity for Influencer Advocacy?

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