Brand Vision, Positioning & Purpose Archives

Mar 08 2023

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.…

Jan 23 2022

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Jo Malone: the secrets behind the scent

By David Taylor Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Global branding

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 Malone…

Oct 06 2021

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Brand Bond’s relentless revitalisation: NO TIME to DIE

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

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…

Sep 22 2021

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

By David Taylor Brand Vision, Positioning & Purpose

"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 question posed…

Brand Vision, Positioning & Purpose61

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

Jo Malone: the secrets behind the scent

Brand Bond’s relentless revitalisation: NO TIME to DIE

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

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