Brand Vision, Positioning & Purpose Archives

Jan 16 2020

Personal purpose: turning it into action

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

Purpose is powerful stuff when done well. ‘Psychologists describe it as “the pathway to greater well-being” and doctors have even found that people with purpose in their lives are less…

Dec 18 2019

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Bournvita: the challenge of balancing freshness AND consistency

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

Post by Prasad Narsimhan, Managing Partner Asia based in Bangalore. A new campaign by Bournvita, Indian kids’ favourite malted drink, shows the challenge of balancing freshness and consistency to maintain…

Oct 30 2019

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The Jolly Hog: sausage & sizzle in action

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

This week's post is about a brand that literally combines product 'sausage' and emotional 'sizzle' to create a compelling proposition. I caught up for breakfast with Ollie Kohn, co-founder of the…

Oct 23 2019

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Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

By David Taylor Brand Vision, Positioning & Purpose, Brand-led business, Distinctive packaging & design, Distinctive products & services

Over the years, I’ve walked into a number of advertising campaign briefings only to realise halfway through that the company didn't need advertising, it needed branding. Advertising is only a…

Oct 07 2019

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How Bieber boosted Popsicle’s social reach x 12,474

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive products & services

A great example of ‘influencer advocacy’ caught my eye this week, in a Linked In post by Unilever’s Aline Santos about Justin Bieber's social posting on the Popsicle brand. Influencer advocacy…

Oct 02 2019

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Brand revitalisation: brand it like Bond

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

The official James Bond Twitter account revealed that the 25th film in the super-spy series will be called No Time To Die and will open in April 2020. (Update: if only this proved to…

Jul 24 2019

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Brand revitalisation needs strategy AND people: Pascual

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

Brand revitalisation of an old and slightly dusty brand is one of the greatest challenges in marketing. And this was just the challenge faced by Mar Doñate, Marketing Director of Spanish…

Mar 20 2019

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Inside an insurgent: the Gran Luchito story

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big brands, In…

Mar 14 2019

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Brand purpose for business growth: ellaOne

By David Taylor Brand Vision, Positioning & Purpose, Consumer Insight

Post by David Nichols, Group Managing Partner and Head of Brand-led Innovation Many companies we talk to today are interested in brand purpose. The challenge is to ensure that any…

Brand Vision, Positioning & Purpose63

Personal purpose: turning it into action

Bournvita: the challenge of balancing freshness AND consistency

The Jolly Hog: sausage & sizzle in action

Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

How Bieber boosted Popsicle’s social reach x 12,474

Brand revitalisation: brand it like Bond

Brand revitalisation needs strategy AND people: Pascual

Inside an insurgent: the Gran Luchito story

Brand purpose for business growth: ellaOne

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