Bumble’s CEO shares secrets of successful brand building
On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of ‘female-first’ dating app Bumble, talking about her secrets of success in GQ (1). And [...]
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 upcoming brandgym Mastering Brand Growth Program. I [...]
By David Taylor
Posted 12 Top posts from a crazy 2020
As this bonkers year draws to a close, it’s time to look back on the year and pick some monthly highlights from our 52 weekly blog posts. In our 15 years of blogging, with almost 1,500 [...]
By David Taylor
Posted Brand growth inspiration from … Mr Bean! (updated)
Inspiration on brand growth this week comes from an unusual source: Mr Bean. An article in The Times (1) explored some of the reasons for the character’s enduring and ever-growing global appeal. [...]
By David Taylor
Posted A brand-led business is born: Greenwood
Post by David Nichols, Group Managing Partner and Head of brandgym|Create. We’re always looking out for examples of what we call brand-led business: where the brand drives the whole [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services, Workshops
Posted Distinctiveness beats differentiation for Nix & Kix
The biggest kick I get in my job is seeing a brand strategy come to life in the marketplace with impact to drive distinctiveness. So, I was thrilled to bits when a special delivery of Nix & [...]
By David Taylor
Posted Why stupid ideas are important for innovation: Cadbury’s Darkmilk
Post by David Nichols, Group Managing Partner and Head of Innovation. Watching Cadbury’s advert for their new Darkmilk chocolate reminded me of an innovation worksop I ran for the brand 15 year [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive communication, Distinctive products & services, Leadership & performance, Social mission
Posted 10 brand building lessons from Gymshark
There’s lots to learn from the brand building success Gymshark. The fitness brand has done a great job on everything from product design to consumer insight and media channel innovation. [...]
By David Taylor
Posted ‘Bake the brand’ into EVERYTHING you do like Orlebar Brown
The hallway of the Taylor residence has taken on the look of a post office sorting room during lockdown, with piles of packages arriving or being re-packed up ready for return. Most of the online [...]