Distinctive communication Archives

Jan 18 2024

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…

Nov 08 2023

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B2B Brands Desperately Need Distinctive Brand Assets

By David Taylor Distinctive communication, Distinctive packaging & design, Uncategorized

We posted recently about how a mere 15% of brands have truly distinctive brand assets (logos, colours, symbols, slogans etc.). New research shows that business to business (B2B) brands have…

Oct 04 2023

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DISTINCTIVE BRAND ASSETS: HARNESSING THEIR FULL POTENTIAL (PART 2)

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

This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this second of two posts, we look at a…

Sep 27 2023

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Distinctive brand assets: harnessing their full potential (part 1)

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

This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this first of two posts, we look at…

Sep 13 2023

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Tyrells Tackle the tyranny of price promotion

By David Taylor Distinctive communication

This week, I came across the fascinating story of how The Tyrells brand of upmarket crisps* tackled the tyranny of price promotion. The brand owner, KP Snacks, bravely restored the…

Sep 06 2023

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Using celebrities and influencers to drive distinctiveness

By David Taylor Distinctive brand activation, Distinctive communication

Brands spend many millions of pounds on getting celebrities and influencers to endorse them. How can you maximise the effectiveness of this investment in driving distinctiveness? Cathal Gillen of partner…

Aug 23 2023

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Digging for treasure in your brand archive: Snickers

By David Taylor Distinctive communication, Grow Your Core Business

New research from brandgym partner agency System 1 shows how 'digging for treasure' in your brand archive has the potential to pay off. The agency re-tested one of the first…

Aug 16 2023

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Expedia’s Crazily Cryptic New Campaign

By David Taylor Distinctive communication

I’ve written before about the problem of brands “laddering” too high into the emotional stratosphere, losing all touch with the product. But the latest poster campaign from Expedia takes things…

Distinctive communication106

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

B2B Brands Desperately Need Distinctive Brand Assets

DISTINCTIVE BRAND ASSETS: HARNESSING THEIR FULL POTENTIAL (PART 2)

Distinctive brand assets: harnessing their full potential (part 1)

Tyrells Tackle the tyranny of price promotion

Using celebrities and influencers to drive distinctiveness

Digging for treasure in your brand archive: Snickers

Expedia’s Crazily Cryptic New Campaign

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