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 [...]
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 [...]
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 [...]
By David Taylor
Posted 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 [...]
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 [...]
By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive packaging & design, Leadership & performance, Social mission
Posted The Oatly brand growth story part 1: driving distinctiveness through the mix
The Oatly brand growth story is an amazing one. After 20 years of relatively low and stable revenues to 2014, a sleepy Swedish oat milk has transformed itself into a hyper-growth, lifestyle brand [...]
Brand-led business for social enterprises (purpose, product, properties)
‘How to Create a Strong Brand for Your Social Enterprise‘ is a short film I recently recorded with Expert Impact (1), as part of their Business Bitesize series. This wonderful organisation [...]
By David Taylor
Posted Airbnb’s global brand campaign fails on fresh consistency
I read with interest that Airbnb was launching a new global brand campaign. A holiday is top on my lockdown-liberation wish-list, as I’m sure it is for lots of people. I was hoping for an [...]
By David Taylor
In '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
Posted 7 brand building steps that doubled Peloton’s business
In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven ‘workouts’ from our upcoming brandgym Mastering Brand Growth Program. I [...]
By David Taylor
Posted Linking company purpose and personal purpose
Personal brand purpose was one of the highlights of our recent global virtual brandgym partner retreat. In particular, we explored the power of translating your company brand purpose into a [...]