Sonic branding: 40 years of Cornetto’s campaign
The power of sonic branding came to life for me last night during an ad break in Love Island (with three daughters in their early 20’s, essential viewing to understand most of the [...]
Writing better briefs: tips and tricks
If you’re a marketer, you probably think you’re good at writing creative briefs: 80% of clients said they were in research (1). However, only 10% of agencies believe their clients are [...]
Product-led PR boosts Big Soup from Heinz
Brand teams try many things to get PR coverage including events, stunts and pop-up stores. But best of all in my book is ‘product-led PR’, where talkabilty is ‘baked in’ [...]
By David Taylor
In Brand rejuvenation, Brand-led business, Distinctive communication, Distinctive products & services
Posted BRAND MARKETING BENEFITS AIRBNB
Airbnb reported its strongest ever quarterly results in the 4th quarter of 2021. Revenue of $1.5bn was up 38% vs. 2019. At the same time, sales and marketing spend decreased by 25% (excluding [...]
Fresh Consistency in action: Lloyds Bank’s Black Horse
Hot on the heels of last week’s post on brand assets, here’s a post from Group Managing Partner David Nichols on a brand that definitely HAS treasured and managed its distinctive [...]
Brilliant brand activation: Visit Nature by Nature Valley
Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron Sharp [...]
By David Taylor
Posted Vilebrequin celebrates 50 years of distinctiveness
This week, I read an article in Wallpaper about swimwear brand Vilebrequin celebrating its 50th anniversary with an exclusive collection of swim trunks (1). In a nice touch, each trunk is [...]
Why writing better briefs is good for business
Post by Anne Charbonneau, Managing Partner based in Amsterdam. If you’re a marketer running a brand, you probably think you’re good at writing creative briefs: 80% of clients [...]
Fast delivery brands need to deliver more distinctiveness
Post by Anne Charbonneau, Managing Partner based in Amsterdam Zapp. Getir. Flink. Gorillas … Amsterdam, where I live, has recently been placarded with posters of these fast delivery grocery [...]
By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive packaging & design, Leadership & performance, Social mission
Posted The Oatly brand growth story part 1: driving distinctiveness through the mix
The Oatly brand growth story is an amazing one. After 20 years of relatively low and stable revenues to 2014, a sleepy Swedish oat milk has transformed itself into a hyper-growth, lifestyle brand [...]