Brand Vision, Positioning & Purpose Archives

Sep 22 2021

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…

Sep 09 2021

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

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business

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 the…

Mar 12 2021

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Airbnb’s global brand campaign fails on fresh consistency

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

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.…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor '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

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven 'workouts' from our brandgym Academy Mastering Brand Growth Program. I also explore…

Feb 03 2021

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Linking company purpose and personal purpose

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

Nov 19 2020

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Three ways to embed brand values in your business

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Internal engagement, Leadership & performance

Post by Remona Duquesne, Managing Partner based in Singapore Brand values can be highly effective at aligning, engaging and inspiring people in a business, provided they drive behaviours and are not just…

Nov 05 2020

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Distinctiveness beats differentiation for Nix & Kix

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

The biggest kick I get in my job is seeing a brand strategy come to life in the marketplace with impact to drive distinctiveness. So, I was thrilled to bits…

Brand Vision, Positioning & Purpose62

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

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

Airbnb’s global brand campaign fails on fresh consistency

7 brand building steps that doubled Peloton’s business

Linking company purpose and personal purpose

Three ways to embed brand values in your business

Distinctiveness beats differentiation for Nix & Kix

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