Distinctive communication Archives

Mar 23 2018

The danger of ditching distinctive assets: the Mr Kipling brand

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive packaging & design

The story of the Mr Kipling brand has some great learning about the dangers of ditching distinctive assets. Back in 2014 in a post on the cake brand I warned…

Mar 07 2018

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Why motivation matters more than emotion for effective advertising

By David Taylor Distinctive communication

"Emotion is everything" for effective communication according to many experts. The IPA prominently promote “the power of emotion in ad campaigns”, for example (1). However, this view is “an over-simplifcation…

Jan 27 2018

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The “3 Fs”: How fame, fluency and feeling drive brand growth

By David Taylor Consumer Insight, Distinctive communication, Uncategorized

Fame, fluency and feeling are the three key drivers of brand growth, according to extensive research shared with us by one of our insight agency partners, System 1, at our…

Jan 10 2018

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Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

By David Taylor 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Consumer Insight, Distinctive communication

Research for a recent brand vision project highlighted what is perhaps the best global brand campaign ever: ’You're not you when you're hungry’, by Snickers. We tipped the campaign for…

Dec 01 2017

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TV’s enduring emotional edge vs social media

By David Taylor Distinctive communication

TV is still the media that best satisfies our human need for emotional connection, according to a fascinating Video Advertising Bureau (VAB) report: ‘Be Still My Viewing Heart’. Advertising on…

Feb 08 2017

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B2B branding excellence: accenture

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

"B2B branding is different. Do your 'Grow the Core' principles really apply here to?" This is a challenge I often get when training executives. And it is a fair challenge.…

Nov 30 2016

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The power of sonic branding

By David Taylor Distinctive communication

Today I got an email about a fascinating talk called “The Power of Sound: Making Every Second Count.” The talk was given by award-winning composer Joel Beckman at the Promax UK 2016 Conference, ‘The…

Oct 27 2016

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The Greatest Sales Deck Ever

By David Taylor Distinctive communication

I came across an intriguing post on Linked In by Andy Raskin about what he thought was "The greatest sales deck ever". Hell of a title for a start, right? The sales…

Jan 30 2016

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The modern Milk Tray Man: Mondelez makes use of memory structure

By David Taylor Distinctive communication, Distinctive packaging & design

I had a pang of nostalgia when I read that Mondelez has brought back "The Milk Tray Man" to market its Cadbury's Milk Tray chocolates. This is a character that was…

Jul 20 2015

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Fever Tree: fizzing with distinctiveness

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

I'm back from an enlightening breakfast where I learnt more about the explosive growth of upmarket tonic water brand, Fever Tree. The company has recently reported first half sales up…

Distinctive communication114

The danger of ditching distinctive assets: the Mr Kipling brand

Why motivation matters more than emotion for effective advertising

The “3 Fs”: How fame, fluency and feeling drive brand growth

Snickers ‘You’re not you when you’re hungry’: best global brand campaign ever?

TV’s enduring emotional edge vs social media

B2B branding excellence: accenture

The power of sonic branding

The Greatest Sales Deck Ever

The modern Milk Tray Man: Mondelez makes use of memory structure

Fever Tree: fizzing with distinctiveness

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