Distinctive communication Archives

May 03 2018

TELLING CHAPTERS OF AN EPIC BRAND STORY: HDFC Insurance

By David Taylor Distinctive communication

Few brands have the courage to remain thematically consistent in their communication over a long period of time, whilst continuously refreshing the executions – what we call ‘Fresh Consistency’. Brands…

Apr 21 2018

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Smart use of celebrity to sell more stuff: Hostelworld

By David Taylor Distinctive communication

I love the new ad from Hostelworld. It features Mariah Carey in full diva mode being shocked at being booked into a hostel but gradually warming to the better-than-expected facilities…

Mar 23 2018

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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…

Distinctive communication116

TELLING CHAPTERS OF AN EPIC BRAND STORY: HDFC Insurance

Smart use of celebrity to sell more stuff: Hostelworld

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

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