Distinctive communication Archives

Jun 11 2025

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…

Mar 19 2025

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PROPER BRAND BUILDING BY YORKSHIRE TEA

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication, Grow Your Core Business

You imagine that a market as mature as tea is pretty stable, but over the last decade the UK tea market has experienced one of the biggest shifts in market…

Feb 24 2025

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The billion pound benefits of fresh consistency: new research

By David Taylor Distinctive communication, Uncategorised

We've been talking about the power of fresh consistency for many years, in our blog, books, training programs and consulting projects. It's exciting to now have quantitative data to back…

Feb 19 2025

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Calpol poster show how to create an impactful outdoor campaign

By David Taylor Distinctive communication

Out-of-home advertising needs to be simple and direct to be effective. A good example is Calpol's recent poster campaign, as shown by another great post from Andrew Tindall of System…

Jan 22 2025

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The KitKat brand doesn’t need a break from its campaign

By David Taylor Distinctive communication

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…

Nov 27 2024

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Lessons in Fresh Consistency from the Strictly brand

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

Last weekend, inspiration on the power of “fresh consistency” came from an unusual source: the TV programme Strictly Come Dancing. I joined Mrs Taylor on the sofa to watch this week’s…

Nov 17 2024

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John Lewis Christmas Ad: Remembering & Refreshing a Magic Recipe

By David Taylor Distinctive communication

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…

Oct 30 2024

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Don’t ditch distinctive brand assets. Track & treasure them

By David Taylor Distinctive communication

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…

Distinctive communication107

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

PROPER BRAND BUILDING BY YORKSHIRE TEA

The billion pound benefits of fresh consistency: new research

Calpol poster show how to create an impactful outdoor campaign

The KitKat brand doesn’t need a break from its campaign

Lessons in Fresh Consistency from the Strictly brand

John Lewis Christmas Ad: Remembering & Refreshing a Magic Recipe

Don’t ditch distinctive brand assets. Track & treasure them

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