Brand Vision, Positioning & Purpose Archives

Mar 06 2017

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…

Mar 11 2015

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The power of the Brand CEO: Shultz and Starbucks

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

In this post we look at Howard Shultz of Starbucks to illustrate the power of the Brand CEO: a leader who is the living, breathing embodiment of the brand. This follows the…

Feb 26 2015

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American Express realise the potential of their brand

By David Taylor Brand Vision, Positioning & Purpose

Hot on the tail of my post on bank Santander, here's another story about a financial services brand I admire: American Express. This is a brand that I use personally,…

Brand Vision, Positioning & Purpose66

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?

The power of the Brand CEO: Shultz and Starbucks

American Express realise the potential of their brand

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