How brands grow: practical tips on application
How Brands Grow first came on my radar back in 2011. I saw one of the first UK talks by author Byron Sharp, at the IPA. The bespectacled Aussie professor almost created a riot with his [...]
By David Taylor
Posted Brand growth inspiration from our first 20 years
This year we created a special set of new year postcards, celebrating the first 20 years of the brandgym: BG20. In the spirit of fresh consistency, we re-visited the postcards we did 10 years [...]
2021 in review: our most popular posts (Part 1)
As another crazy year draws to a close, it’s time to look back at some monthly highlights from our 52 weekly blog posts. In our 20 years of blogging, with over 1,500 posts under our belt, there’s [...]
By David Taylor
In Brand rejuvenation, Consumer Insight, Grow Your Core Business, Innovation to Stretch into New Markets
Posted Relentless revitalisation pays off for Pets at Home
I’m pleased to see that positive predictions about Pets at Home in this post two years ago proved to be accurate. Pre-tax profits rose +81% to £71 million in the 28 weeks to October, 2021 [...]
Range Extension to Grow the Core: BT Unbreakable WiFi
Broadband internet marketing tends to focus on price deals and claims about download speeds. So, it was refreshing to see an example of consumer-led marketing from BT with their new Hybrid [...]
Core brand revitalisation: Formula 1 ‘Drive to Survive’
Formula 1 is a global motorsport bought for $8bn in 2016 by Liberty Media. The new owners knew they would need to make changes to capture new audiences and achieve growth. They set out a desire [...]
By David Taylor
In Core Range Extension, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business
Posted Lego’s constant core revitalisation
Lego is a lockdown winner, with 2020 sales growing +13%, profits up +20% and market share gains achieved in its 12 largest markets (1). But these short term results are the reward for more than a [...]
By David Taylor
In '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
Posted 7 brand building steps that doubled Peloton’s business
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 [...]
By David Taylor
In 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Brand-led business, Distinctive communication, Grow Your Core Business
Posted Creativity to Grow the Core: Burger King
Burger King are famous for pushing creative boundaries, winning 94 Cannes Lions in the past four years, including four Grand Prix awards. But key to Burger King’s success has been focusing this [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Covid Crisis, Grow Your Core Business, Workshops
Posted Embracing virtual working to keep brands fit: 13th Annual Research Paper
Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the [...]