• Quality@Speed
  • Team
    • DAVID TAYLOR – GLOBAL
    • DAVID NICHOLS – GLOBAL
    • ANNE CHARBONNEAU – GLOBAL
    • JON GOLDSTONE – UK/GLOBAL
    • DIEGO KERNER – LATAM
    • PRASAD NARASIMHAN – ASIA
    • BEATRIZ MARTINEZ – MEXICO
    • Associates
  • Clients
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  • Blog
  • Contact
    • david@thebrandgym.com
    • davidn@thebrandgym.com
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    • jon@thebrandgym.com
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    • prasad@thebrandgym.com
    • bety@thebrandgym.com
brand-led growth brand-led growth
  • Quality@Speed
  • Team
    • DAVID TAYLOR – GLOBAL
    • DAVID NICHOLS – GLOBAL
    • ANNE CHARBONNEAU – GLOBAL
    • JON GOLDSTONE – UK/GLOBAL
    • DIEGO KERNER – LATAM
    • PRASAD NARASIMHAN – ASIA
    • BEATRIZ MARTINEZ – MEXICO
    • Associates
  • Clients
  • Books
  • Blog
  • Contact
    • david@thebrandgym.com
    • davidn@thebrandgym.com
    • anne@thebrandgym.com
    • jon@thebrandgym.com
    • diego@thebrandgym.com
    • prasad@thebrandgym.com
    • bety@thebrandgym.com

Brand Vision, Positioning & Purpose

 How to revitalise a brand: BN
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By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose
Posted November 2, 2022

How to revitalise a brand: BN

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 [...]

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 Patagonia: Practical Lessons for Brand Purpose
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By David Taylor
In Brand Vision, Positioning & Purpose
Posted September 19, 2022

Patagonia: Practical Lessons for Brand Purpose

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 [...]

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 Purpose to Drive Performance: Harlequins Rugby
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By David Taylor
In Brand Vision, Positioning & Purpose, Leadership & performance
Posted May 5, 2022

Purpose to Drive Performance: Harlequins Rugby

This week I’m glued to Prep to Win, a new Amazon Prime series. This ‘fly on the wall’ sports documentary follows Harlequins, the rugby team I’ve supported for 15 years. [...]

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 Jo Malone: the secrets behind the scent
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By David Taylor
In Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Global branding
Posted January 23, 2022

Jo Malone: the secrets behind the scent

Post by guest brandgym blog contributor Jessica Taylor, sharing real-life insights from her recent experience working as a stylist in Jo Malone’s flagship store on Regent Street, London. Jo [...]

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 Has Unilever lost the plot on purpose?
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By David Taylor
In Brand Vision, Positioning & Purpose, Social mission
Posted January 18, 2022

Has Unilever lost the plot on purpose?

Famous fund manager Terry Smith recently joined Byron Sharp and Mark Ritson in slagging off brand purpose. Terry’s target was Unilever. He ridiculed what he called an obsession with “publicly [...]

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 3 ways sustainability can help SELL MORE STUFF
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By David Taylor
In Brand Vision, Positioning & Purpose, Social mission
Posted October 13, 2021

3 ways sustainability can help SELL MORE STUFF

We posted recently on the importance of rooting brand purpose in your product, not just on sustainability. Product plays a key role in brand purchase for 90% of consumer, with only 10% basing [...]

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 Brand Bond’s relentless revitalisation: NO TIME to DIE
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By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose
Posted October 6, 2021

Brand Bond’s relentless revitalisation: NO TIME to DIE

So, have you seen No Time to Die, the new Bond movie? And if so, what did you think?! Whatever your views, James Bond remains a fascinating and inspiring example of brand revitalisation. No Time [...]

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 Is Brand Purpose ‘Moronic’, ‘Bollocks” and ‘Bulls**t’?!
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By David Taylor
In Brand Vision, Positioning & Purpose
Posted September 22, 2021

Is Brand Purpose ‘Moronic’, ‘Bollocks” and ‘Bulls**t’?!

“Mark Ritson recently said Brand Purpose is ‘Moronic’, ‘Bollocks” and ‘Bulls**t’. How do you feel about that? And Byron Sharp has also been critical.” This was the provocative [...]

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 Making purpose PAY: new brandgym research (post 2 of 2)
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By David Taylor
In Brand Vision, Positioning & Purpose, Leadership & performance, Social mission
Posted September 15, 2021

Making purpose PAY: new brandgym research (post 2 of 2)

This is the second of two posts sharing insights from our 14th annual research project on brand purpose. We look at how to make brand purpose pay by firmly rooting it on driving business growth. [...]

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 Why is brand purpose failing to fully deliver ? New brandgym research (post 1 of 2)
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By David Taylor
In Brand Vision, Positioning & Purpose, Brand-led business
Posted September 9, 2021

Why is brand purpose failing to fully deliver ? New brandgym research (post 1 of 2)

This is the first of two posts sharing insights from our 14th annual research project on brand purpose. The research used a quantitative survey of 160+ senior marketing professionals across [...]

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