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Marketing Society London Team Event 06.11.2007 DAVID TAYLOR FOUNDER & MANAGING PARTNER THE BRANDGYM.

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Presentation on theme: "Marketing Society London Team Event 06.11.2007 DAVID TAYLOR FOUNDER & MANAGING PARTNER THE BRANDGYM."— Presentation transcript:

1 Marketing Society London Team Event DAVID TAYLOR FOUNDER & MANAGING PARTNER THE BRANDGYM

2 2 May, 2015 Two sides of marketing

3 2 May, The good stuff

4 2 May, "Doing a Hugo"

5 2 May, 2015 Image wrapper branding

6 2 May, 2015 "Re-brand" = £22 million ‘The re-brand will over-arch everything in the business, and springboard our “guest obsession” activity even further forward.’ Gerard Tempest, Marketing Director Hugo's fave

7 2 May, 2015 Close 2nd

8 2 May, 2015 Sizzle 'n stretch

9 2 May, 2015 Sizzle

10 2 May, 2015 By laddering

11 2 May, 2015 We can stretch

12 2 May, 2015

13 "Do you think I could get a decent shave? Oh no. The lubrastrip made my face too slippery, the blade clossness led to contstant blocking, and my face was feeling raw. In the end I resorted to my trusty Asda Razor, who finished the job with efficiency." Or can we?

14 2 May, 2015 Be careful who we pick a fight with

15 2 May, 2015 Fragmentation

16 2 May, 2015 Neglecting the core

17 2 May, % (1981) 47% (Now) OWN LABEL SHARE of UK RETAIL Meanwhile...

18 2 May, 2015 “My job is to ‘undo’ the marketing of brands and drive consumers to own-label alternatives. Our products are not only more profitable, but also of superior quality.” Asda Marketing Director, Marketing 10 May 2006

19 2 May, 2015

20 1. What made us famous?

21 2 May, 2015 What to keep? Loose? Update?

22 2 May, 2015

23 2. Leave the ladder where it belongs...

24 2 May, 2015

25 “SAUSAGE”: PRODUCT “SIZZLE”: EMOTION

26 2 May, 2015 Sausage

27 2 May, 2015 Sizzle

28 2 May, 2015 Sizzle

29 2 May, 2015 “SAUSAGE” “SIZZLE”

30 2 May, 2015

31 “SAUSAGE” “SIZZLE”

32 2 May, 2015 Stretch selectively

33 2 May, 2015 Building business Dramatising brand idea

34 2 May, 2015 FROM: “Worrying about your wet baby” Vision

35 2 May, 2015 FROM: “Worrying about your wet baby” TO: “Caring for your baby’s development” Vision

36 2 May, 2015 Build brand by building business

37 2 May, 2015 Grow the core

38 2 May, 2015 Making a million Core (£100 mill) +1% Extension (£2mill) +50%

39 2 May, 2015 Support for anchor versionCore range extension Love the core

40 2 May, 2015 Even with NO innovation

41 2 May, 2015 Upgrade the core

42 2 May, 2015 The power of packaging

43 2 May, 2015 To get creative, cut the budget

44 2 May, 2015 “ADVERTISING IS A TAX FOR HAVING AN UN-REMARKABLE PRODUCT” ROBERT STEPHENSON, CHIEF INSPECTOR, THE GEEK SQUAD

45 2 May, 2015 People > process

46 2 May, 2015

47

48 DAVID TAYLOR, MANAGING PARTNER, THE BRANDGYM brandgymblog.com


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