Distinctive communication Archives

Sep 13 2023

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…

Aug 09 2023

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How to leverage your brand assets like Llyods

By David Taylor Distinctive communication

Post by David Nichols, Group Managing Partner and Global Head of Invention. Lloyds bank is great example of creating, applying and building distinctive brand assets. I posted here about their…

Aug 01 2023

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Rimova beautifully blends function and emotion

By David Taylor Distinctive communication, Distinctive products & services

We are often told that we have to choose between communicating the brand or selling the product. A simple one page press advert from the Rimowa brand of luggage shows…

Jul 19 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

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

This is the second of two posts on new research into brand assets by JKR x IPSOS (1). Last week we looked at the research method and the overall findings.…

Jul 12 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

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

More and more companies are recognising the role brand assets can play in marketing. In new brandgym research, to be published after the summer, 87% of marketing directors said brand…

Jun 16 2023

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Re-discovering distinctive brand assets: Mr Kipling

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive packaging & design

Managing distinctive brand assets (slogans, colours, logos etc.) requires a careful balance of freshness on the one hand and consistency on the other. British cake brand Mr Kipling suffered from…

May 10 2023

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Using fantasy to create communication with cut-through

By David Taylor Distinctive communication

Fantasy is a popular creative device used by advertisers to build brands across categories. From high-tech brands like Apple Watch and Samsung to everyday consumer goods brands across foods, personal…

Distinctive communication100

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

How to leverage your brand assets like Llyods

Rimova beautifully blends function and emotion

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

Re-discovering distinctive brand assets: Mr Kipling

Using fantasy to create communication with cut-through

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