Distinctive communication Archives

Feb 20 2019

Why was Audi’s ‘Clowns’ 2018’s most effective ad?

By David Taylor Distinctive communication

I recently read about Audi and BBH winning the Grand Prix in 2018’s IPA Advertising Effectiveness Awards, for work including their Clowns campaign. What was the secret of their success,…

Dec 17 2018

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John Lewis’ Xmas ad: a gift that gives less to the brand

By David Taylor Distinctive communication

Retailer John Lewis has lost its title as undisputed champion of Xmas advertising, according to System 1 research on this year's ad (1), starring Elton John. The brand only just…

Dec 06 2018

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3 Black Friday brands benefiting from ‘Fresh Consistency’

By David Taylor Distinctive communication, Distinctive packaging & design

Post by David Nichols, Group Managing Partner and Head of Invention This Black Friday weekend I saw several brands reaping the benefits of 'fresh consistency': remembering what made them famous…

Nov 28 2018

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Why is Direct Line’s brand strategy “best-in-class”?

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive products & services

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built…

Nov 21 2018

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Building an effective brand character

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

'Brand properties' help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a 'brand character' is one of the…

Nov 07 2018

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Distinctiveness vs. differentiation: who is right?!

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

In a recent brand-led innovation project, we discussed Mark Ritson's latest column that has added fuel to the fire of debate about distinctiveness versus differentiation (1). "There is a worrying trend…

Sep 10 2018

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Nike’s Kaepernick ad: provocative PR, not purpose-led branding

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

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad,…

Jul 17 2018

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Why big brands win in eCommerce retail, not small ones

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

Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally…

Jul 10 2018

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BA’s World Cup ad: big brands can be agile too

By David Taylor Distinctive communication

Big brands get a lot of stick for being slow and cumbersome compared to smaller ‘insurgent’ brands. But British Airways (BA) show how big brands can be agile, with their brilliant…

Distinctive communication116

Why was Audi’s ‘Clowns’ 2018’s most effective ad?

John Lewis’ Xmas ad: a gift that gives less to the brand

3 Black Friday brands benefiting from ‘Fresh Consistency’

Why is Direct Line’s brand strategy “best-in-class”?

Building an effective brand character

Distinctiveness vs. differentiation: who is right?!

Nike’s Kaepernick ad: provocative PR, not purpose-led branding

Why big brands win in eCommerce retail, not small ones

BA’s World Cup ad: big brands can be agile too

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