Distinctive communication Archives

Jul 19 2023

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

Love0

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

Love0

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

Love0

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

Love0

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

Love0

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…

Nov 23 2022

Love0

BRAND MARKETING CONTINUES to WORK for AIRBNB

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

I was interested to see Airbnb's latest quarterly earnings report this month. In particular, I was curious to see an update on their strategy of re-focusing on brand marketing and…

Sep 07 2022

Love0

Driving Distinctiveness to take on big brands: Orchard Pig

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

Participants on the Mastering Brand Growth program often ask about how to grow small brands with limited marketing budgets. For such 'challenger brands', the key is to drive distinctiveness through…

Jul 20 2022

Love0

Sonic branding: 40 years of Cornetto’s campaign

By David Taylor Distinctive communication

The power of sonic branding came to life for me last night during an ad break in Love Island (with three daughters in their early 20's, essential viewing to understand most of…

Distinctive communication114

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

BRAND MARKETING CONTINUES to WORK for AIRBNB

Driving Distinctiveness to take on big brands: Orchard Pig

Sonic branding: 40 years of Cornetto’s campaign

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