Distinctive communication Archives

Jan 14 2026

This is not a soft drink ad. It’s a brand rejuvenation masterclass: IRN-BRU

By David Taylor Brand rejuvenation, Distinctive communication, Grow Your Core Business

All long established brands face the same challenge: how to stay culturally relevant without forgetting what made you famous? One risk is brand stagnation and decline. Another risk is being…

Dec 10 2025

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What drives distinctive taglines?

By David Taylor Distinctive communication

Taglines are a key form of Distinctive Brand Assets. The strongest – “Just Do It”, “I’m Lovin’ It”, “Have a Break” – act like instant mental shortcuts, with the line…

Oct 28 2025

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BA’s no logo ad: nonsense or genius?

By David Taylor Distinctive communication

There’s a curious trend sweeping adland: hiding or cropping the logo of your brand. We had the Heinz no-logo campaign that played with their "It has to be Heinz" slogan…

Oct 22 2025

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How AI helps small businesses access brand strategy projects: Doctor Dance

By David Taylor AI, Brand Vision, Positioning & Purpose, Distinctive communication

Small businesses and start-ups can get big benefits from brand growth coaching. However, such business owners struggle to make time for a full brandgym project, being so busy running their…

Sep 24 2025

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A Beautiful Blend of Sausage & Sizzle: Costa Made With Heart

By David Taylor Brand-led business, Distinctive communication

I love seeing brands breaking the trade off between functional and emotional benefits and showing how you can deliver both. Costa Coffee's new Made With Heart campaign does this, beautifully…

Aug 27 2025

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How Short-form Video Can Build Your Brand and Convert: new research

By David Taylor Distinctive communication

Much has been written about ad effectiveness in traditional media like TV. But what about short form media, which has become one of the most important channels for brands communication…

Aug 20 2025

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B2B marketing doesn’t have to be boring: Work.Life

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication

B2B marketing can often lacks distinctiveness. On a project for a big insurance company we names this issue "the sea of blue": every brand used the same colour and also…

Jun 11 2025

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Building a brand that wins two different audiences: Skyrizi

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive packaging & design

How do you build a brand that wins with two very different audiences? It’s a classic challenge faced across many categories — from food brands needing to win over shoppers…

Apr 02 2025

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Beautifully blending function & emotion: Rimowa brand campaign

By David Taylor Distinctive communication, Distinctive products & services

Marketers are often told they need to choose between communicating the brand or selling the product. The latest Rimowa brand campaign shows how to break this trade-off and do both.…

Mar 26 2025

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Harnessing AI to amplify brand assets: O2 and VCCP/faith

By David Taylor AI, Distinctive brand activation, Distinctive communication

"How to keep your brand consistent when AI tools can generate infinite variations?" This critical question was recently posted by Paul Dervan, Miro's Head of Brand Marketing (1). He went…

Distinctive communication114

This is not a soft drink ad. It’s a brand rejuvenation masterclass: IRN-BRU

What drives distinctive taglines?

BA’s no logo ad: nonsense or genius?

How AI helps small businesses access brand strategy projects: Doctor Dance

A Beautiful Blend of Sausage & Sizzle: Costa Made With Heart

How Short-form Video Can Build Your Brand and Convert: new research

B2B marketing doesn’t have to be boring: Work.Life

Building a brand that wins two different audiences: Skyrizi

Beautifully blending function & emotion: Rimowa brand campaign

Harnessing AI to amplify brand assets: O2 and VCCP/faith

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