Brand Vision, Positioning & Purpose Archives

Feb 14 2024

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…

Nov 02 2022

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How to revitalise a brand: BN

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

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,…

Sep 19 2022

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Patagonia: Practical Lessons for Brand Purpose

By David Taylor Brand Vision, Positioning & 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…

May 05 2022

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Purpose to Drive Performance: Harlequins Rugby

By David Taylor Brand Vision, Positioning & Purpose, Leadership & performance

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.…

Brand Vision, Positioning & Purpose66

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?

How to revitalise a brand: BN

Patagonia: Practical Lessons for Brand Purpose

Purpose to Drive Performance: Harlequins Rugby

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