Brand Vision, Positioning & Purpose Archives

Jul 24 2019

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…

Jan 10 2019

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Focus on fundamentals in 2019, not shiny new toys

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

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne's timely cartoon reminds us of the risks…

Sep 10 2018

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Nike’s Kaepernick ad: provocative PR, not purpose-led branding

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

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad,…

Aug 29 2018

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Rejuvenating the Royal Enfield brand from the ‘inside-out’

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

Royal Enfield (RE) is a great example of a company successfully addressing one of the biggest challenges in marketing: rejuvenating a brand in trouble. Back in 2000, the Indian-based RE…

Jun 21 2018

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Corporate brand positioning: focus on benefits, not values

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

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers etc.) (1). The…

Jan 10 2018

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Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

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

Research for a recent brand vision project highlighted what is perhaps the best global brand campaign ever: ’You're not you when you're hungry’, by Snickers. We tipped the campaign for…

Nov 06 2017

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Start with WHAT, not WHY

By David Taylor Brand Vision, Positioning & Purpose, Uncategorized

It seems I'm one of the only people to dare question the logic in Simon Sinek's 'Start with why' approach to brands and business. So it was refreshing to read…

Brand Vision, Positioning & Purpose66

Brand revitalisation needs strategy AND people: Pascual

Inside an insurgent: the Gran Luchito story

Brand purpose for business growth: ellaOne

Focus on fundamentals in 2019, not shiny new toys

Nike’s Kaepernick ad: provocative PR, not purpose-led branding

Rejuvenating the Royal Enfield brand from the ‘inside-out’

Corporate brand positioning: focus on benefits, not values

Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

Start with WHAT, not WHY

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