Distinctive communication Archives

Jan 30 2016

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…

Apr 30 2015

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Marvel’s super-hero style brand rejuvenation

By David Taylor Distinctive communication, Distinctive products & services, Grow Your Core Business

The rejuvenation of Marvel is a story with the excitement and drama of one its superhero movies, which include Iron Man, The Incredible Hulk and Captain America. Back in the…

Jan 29 2015

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Cartier’s luxurious brand properties

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

A fascinating interview with Cartier's UK CEO, Arnaud Bamberger, shows the power of brand properties in the world of luxury goods (article is here, subscription needed). Mr Bamberger knows a…

Oct 15 2012

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Snickers leverage global “Economies of ideas”

By David Taylor Distinctive communication

The key to global brand success is to "find stories that are universal ideas", applicable across different geographies and demographics, according to Bruce McColl, CMO of Mars, in a recent…

Aug 24 2010

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The power of brand properties

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

In the work I've been doing this year on turbo-powered marketing, one topic has come up over and over again: the power of "brand properties". These are assets such as…

Distinctive communication106

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

Fever Tree: fizzing with distinctiveness

Marvel’s super-hero style brand rejuvenation

Cartier’s luxurious brand properties

Snickers leverage global “Economies of ideas”

The power of brand properties

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