Brand Strategy Guides, Insights & Innovations

Sep 06 2023

Using celebrities and influencers to drive distinctiveness

By David Taylor Distinctive brand activation, Distinctive communication

Brands spend many millions of pounds on getting celebrities and influencers to endorse them. How can you maximise the effectiveness of this investment in driving distinctiveness? Cathal Gillen of partner…

Aug 30 2023

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Being brave to break category codes: Whispering Angel

By David Taylor Distinctive packaging & design, Distinctive products & services, Driving Distribution

What better subject for a summer blog post could there be than rosé wine? I'm certainly looking forward to sipping a glass or more on an upcoming Taylor family holiday…

Aug 23 2023

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Digging for treasure in your brand archive: Snickers

By David Taylor Distinctive communication, Grow Your Core Business

New research from brandgym partner agency System 1 shows how 'digging for treasure' in your brand archive has the potential to pay off. The agency re-tested one of the first…

Aug 16 2023

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Expedia’s Crazily Cryptic New Campaign

By David Taylor Distinctive communication

I’ve written before about the problem of brands “laddering” too high into the emotional stratosphere, losing all touch with the product. But the latest poster campaign from Expedia takes things…

Aug 09 2023

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How to leverage your brand assets like Llyods

By David Taylor Distinctive communication

Post by David Nichols, Group Managing Partner and Global Head of Invention. Lloyds bank is great example of creating, applying and building distinctive brand assets. I posted here about their…

Aug 01 2023

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Rimova beautifully blends function and emotion

By David Taylor Distinctive communication, Distinctive products & services

We are often told that we have to choose between communicating the brand or selling the product. A simple one page press advert from the Rimowa brand of luggage shows…

Jul 28 2023

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The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

By David Taylor Distinctive packaging & design

Elon Musk's decision to kill off the Twitter brand and replace it with 'X' grabbed headlines this week. Some called the Twitter rebranding move as brave and visionary. Most saw…

Jul 19 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

This is the second of two posts on new research into brand assets by JKR x IPSOS (1). Last week we looked at the research method and the overall findings.…

Jul 12 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

More and more companies are recognising the role brand assets can play in marketing. In new brandgym research, to be published after the summer, 87% of marketing directors said brand…

Jul 05 2023

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Root brand Purpose in your Product to Boost Effectiveness

By David Taylor Brand Vision, Positioning & Purpose

Brand purpose came up in conversation this week with a global brand team. The CEO was concerned that work done to date by the brand team and their agency risked…

THE BLOG

Using celebrities and influencers to drive distinctiveness

Being brave to break category codes: Whispering Angel

Digging for treasure in your brand archive: Snickers

Expedia’s Crazily Cryptic New Campaign

How to leverage your brand assets like Llyods

Rimova beautifully blends function and emotion

The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

Root brand Purpose in your Product to Boost Effectiveness

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