Distinctive communication Archives

Aug 16 2023

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…

Apr 23 2023

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Insider Tips For Effective Influencer Marketing

By David Taylor Distinctive communication

Guest post in collaboration with Jessica Taylor, Influencer Marketing Assistant UK & Ireland team at Coty, one of the world's largest beauty companies with an iconic brand portfolio across fragrances and…

Apr 16 2023

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How Air Jordan helped Nike fly high

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

I've just come out from watching one of my favourite movies of recent times: Air - Courting a Legend, starring Matt Damon, Ben Affleck and Viola Davies. It tells the…

Distinctive communication107

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

Insider Tips For Effective Influencer Marketing

How Air Jordan helped Nike fly high

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