By David Taylor
Posted Making brand purpose work at work
“Give your work a genuine purpose” was the attention grabbing headline in a Times article I read this week (1). “Before the pandemic, ‘purpose’ was voted as the [...]
“Give your work a genuine purpose” was the attention grabbing headline in a Times article I read this week (1). “Before the pandemic, ‘purpose’ was voted as the [...]
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. [...]
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 had previously fallen into the trap of [...]
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 “laddering up” too high. He felt [...]
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 Assemblage (1), kindly sent to [...]
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 [...]
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 date, not [...]
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 [...]
How to revitalise a brand which is iconic but has somehow lost its way and is suffering as a result? This was the challenge the BN brand of biscuits faced, when we started working with the team [...]
Linked In this week was full of marketers applauding Patagonia for handing the company to a trust tackling climate change. The Chouinard family has split its shareholding between two new [...]
Get inspiring insights straight to your inbox.
In line with the General Data Protection Regulation, we have updated our Privacy Policy which now provides complete transparency about the ways in which we process your personal data. Our new fully GDPR compliant Privacy Policy is accessible here.