Brand Vision, Positioning & Purpose Archives

Jan 10 2019

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…

Mar 06 2017

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Airbnb: turning brand purpose into action

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

I came across an interesting inside view of Airbnb whilst researching the brand for our new book - the brandgym: Rebooted for a Digital Age (out in September). The article…

Feb 08 2017

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B2B branding excellence: accenture

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

"B2B branding is different. Do your 'Grow the Core' principles really apply here to?" This is a challenge I often get when training executives. And it is a fair challenge.…

Jul 11 2016

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Putting Pot Noodle back on the boil

By David Taylor Brand Vision, Positioning & Purpose

Post by Jon Goldstone, former UK VP of marketing for Unilever, now brandgym Managing Partner, Global At the recent Marketing Society Effectiveness awards I was proud to see some of my…

Jan 13 2016

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Will Lynx/Axe pull off their re-positioning?

By David Taylor Brand Vision, Positioning & Purpose

I am intrigued by what the global VP of Lynx/Axe, Rik Strubel, calls "the biggest re-positioning of the brand in the last 20 years", in a recent Marketing column. Check…

Brand Vision, Positioning & Purpose62

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

Airbnb: turning brand purpose into action

B2B branding excellence: accenture

Putting Pot Noodle back on the boil

Will Lynx/Axe pull off their re-positioning?

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