Distinctive communication Archives

Jan 10 2018

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…

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…

Distinctive communication121

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

Marvel’s super-hero style brand rejuvenation

Cartier’s luxurious brand properties

Snickers leverage global “Economies of ideas”

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