How to make your brand recession-proof?
Times are tough as we enter 2023, with The Bank of England warning of the longest recession since the 1930s. It seems a good time to re-visit and refresh the recommendations of our very first [...]
Annual marketing planning: still relevant in an always-on world?
This year’s brandgym research project looked at the annual marketing planning process (sometimes called ‘brand planning’) and how to make it more effective. First, we wanted to [...]
How promotional gifts can build your brand
I came across a brilliant way of using promotional gifts to build your brand on a recent trip up North to see my mum and dad. At breakfast, my mum put out a couple of cereal bowls on the table [...]
Brilliant brand activation: Visit Nature by Nature Valley
Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron Sharp [...]
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 'Turbo Charged' Marketing Plans, Brand-led business, Consumer Insight, Covid Crisis, Distinctive communication, Social mission
Posted How Just Eat Keeps Driving Growth
Just Eat, the take-away food delivery group, has grown strongly during our crazy Covid times: 2020 first half revenues of $1.2 billion were up +44% vs. year ago (1). The UK Marketing Director, [...]
How has media consumption changed by generation?
I recently came across an interesting graphic illustrating increases in media consumption by lifestage during this period of pandemic-induced social isolation (1), using a Global Web Index study [...]
Magnum Pleasure Store: refreshing a powerful brand property
The Magnum Pleasure Store is a rare example of a marketing program that a brand has successfully stuck with for the long term. The pop-up stores have been set up in major European cities each [...]
Adidas re-focus on marketing EFFECTIVENESS, not efficiency
The global media director of Adidas, Simon Peel, shared some important insights on how the global sports brand is shifting its focus from marketing efficiency to marketing effectiveness in a [...]