Consumer Insight Archives

Jun 10 2021

Bumble’s CEO shares secrets of successful brand building

By David Taylor Brand-led business, Consumer Insight, Distinctive products & services

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…

Jun 02 2021

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Fresh consistency in action with Extra gum

By David Taylor Consumer Insight, Distinctive communication

The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. "The film…

Mar 04 2021

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Going to Extremes – how Nike found their latest innovation

By David Taylor Consumer Insight, Innovation to Stretch into New Markets

Post by David Nichols, Group Managing Partner and Head of Invention. Nike is an $35bn behemoth global iconic brand that has stayed at the top of a hugely competitive market…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor '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

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 explore…

Nov 25 2020

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Brand stretching based on deep insight: TENA black

By David Taylor Consumer Insight, Core Range Extension, Innovation to Stretch into New Markets

Post by Bety Martinez, Brandgym partner based in Mexico CityWhen looking for cases for a brand stretching project, TENA's launch of disposable black underwear grabbed my attention. This brand is…

Oct 21 2020

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Share of Search: A New Way to Predict Market Share

By David Taylor Consumer Insight, Distinctive communication

Share of search on Google could be a cost effective and timely way of measuring brand health, according to a presentation by Les Binet, Adam&eveDDB's Head of Effectiveness, at Effworks…

Jul 15 2020

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How to pivot your brand to save your business

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight, Covid Crisis, Innovation to Stretch into New Markets, Leadership & performance

I love reading about small brands 'pivoting' to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom that dominate…

Jul 08 2020

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The nonsense of NASA’s logo changes

By David Taylor Consumer Insight, Distinctive packaging & design

Post by Bety Martinez, Partner based in Mexico City. NASA successfully launched two astronauts to the International Space Station in SpaceX's Falcon 9 capsule on May 30th. However, NASA have…

Consumer Insight45

Bumble’s CEO shares secrets of successful brand building

Fresh consistency in action with Extra gum

Going to Extremes – how Nike found their latest innovation

7 brand building steps that doubled Peloton’s business

Brand stretching based on deep insight: TENA black

Share of Search: A New Way to Predict Market Share

How to pivot your brand to save your business

The nonsense of NASA’s logo changes

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