Distinctive communication Archives

Jul 02 2024

No Walkers, No Game: beautifully blending sausage & sizzle

By David Taylor Distinctive communication

Sports sponsorship is expensive. To get the best return on your investment, you need to go beyond what we call "logo slapping": simply adding your logo to a film featuring…

Jun 12 2024

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The power of jingles to jog the memory

By David Taylor Distinctive communication

Jingles have fallen out of favour in many marketing circles, according to brandgym partner agency Distinctive BAT. In his fascinating article on the topic (1), Cathal Gillen suggests the decline…

Jun 05 2024

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BUILDING BRAND TRUST WITH BOTH SIDES OF THE BRAIN

By David Taylor Brand-led business, Distinctive communication

Post by Prasad Narasimhan, Managing Partner for South East Asia based in Bangalore, exploring some of the challenges of building and maintaining brand trust. Trust is a central pillar of…

May 15 2024

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Aperol’s distinctive marketing serves up growth

By David Taylor Distinctive brand activation, Distinctive communication, Distinctive packaging & design

As sunny days become more common, even in the UK, an Aperol Spritz is one of my top tipples. The distinctive orange drink, in case you don't know it, is…

Apr 11 2024

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Building a beautiful brand with no budget: Accidentally Wes Anderson

By David Taylor Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive products & services, Uncategorized

One of my favourite weekend activities of this year was visiting "Accidentally Wes Anderson: The Exhibition" (1) with Mrs Taylor, my daughter and her boyfriend Charlie. Do try and see…

Mar 15 2024

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BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?

By David Taylor Distinctive communication

Post by Prasad Narasimhan, Managing Partner for South East Asia, based in Bangalore. Brand communities are not new. The Harley Owners Group (HOG), for example, is the stuff of legend.…

Jan 24 2024

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Distinctive Brand Assets: 11 ways to fully harness their potential (Part 2)

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

100% of marketing directors agree that Distinctive brand assets are an important driver of growth in our brandgym research. However, very few brand assets are truly distinctive, with a mere…

Jan 18 2024

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Distinctive Brand Assets: 11 ways to fully harness their potential (Part 1)

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

Distinctive brand assets (DBAs) are a hot topic. 100% of marketing directors agree that DBAs are an important driver of growth in our brandgym research, with 87% rating them extremely…

Dec 06 2023

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Is that Heinz? Using your brand to solve a business issue

By David Taylor Brand-led business, Distinctive communication, Distinctive packaging & design, Distinctive products & services

I love coming across examples of brand campaigns that solve real business issues. Not trying to indirectly influence the business. Identifying a tangible barrier to growth and finding a creative…

Nov 29 2023

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Using a Brand Character to Create Cut-Through

By David Taylor Distinctive communication, Distinctive packaging & design

Brand characters are the second most effective form of distinctive brand asset, beaten only by jingles, according to research by brandgym partner agency Distinctive BAT (see below) (1). This confirms learning…

Distinctive communication103

No Walkers, No Game: beautifully blending sausage & sizzle

The power of jingles to jog the memory

BUILDING BRAND TRUST WITH BOTH SIDES OF THE BRAIN

Aperol’s distinctive marketing serves up growth

Building a beautiful brand with no budget: Accidentally Wes Anderson

BRAND COMMUNITIES – A NEW NECESSITY TO EMBRACE?

Distinctive Brand Assets: 11 ways to fully harness their potential (Part 2)

Distinctive Brand Assets: 11 ways to fully harness their potential (Part 1)

Is that Heinz? Using your brand to solve a business issue

Using a Brand Character to Create Cut-Through

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