Distinctive communication101

The incredible consistency of the KitKat brand was highlighted by Andrew Tindall of System 1 in his recent Linked In post (1). "KitKat's new campaign teaches us again that creative…

This year's John Lewis Christmas ad is the strongest since 2019, according to agency System 1 (1), who has  tested every one of their Christmas ads since 2007. And watching…

This week's post comes from Charlotte White, our Managing Partner who is based in New York but writing from China where she is running a global brand workshop. We've enjoyed…

Much of the communication brands do today seems "atomised": a series of "micro-communication" efforts, such as short product films in social feeds or posts by influencers. This approach can help…

Harnessing the power of entertainment is a popular strategy for brands trying to raise their profile and attract new audiences. Last summer we had the Barbie movie. Lego have created…

Sports sponsorship is expensive. To get the best return on your investment, you need to go beyond what we call "logo slapping": simply adding your logo to a film featuring…

Jingles have fallen out of favour in many marketing circles, according to brandgym partner agency Distinctive BAT. In his fascinating article on the topic (1), Cathal Gillen suggests the decline…