Distinctive communication Archives

Jun 02 2021

Fresh consistency in action with Extra gum

By David Taylor Consumer Insight, Distinctive communication

The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. "The film…

May 12 2021

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Build the brand to build the business: Bloom & Wild

By David Taylor Brand-led business, Distinctive communication

Balancing short-term sales-focused marketing and marketing to build the brand was a topic of hot debate in a recent Mastering Brand Growth programme workshop. I suggested that great marketing can…

Apr 08 2021

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Busting 3 myths about broadcast TV

By David Taylor Distinctive communication

Broadcast TV is dead or at least in terminal decline. Right? This is what you would believe based on many news headlines you read. However, data on UK viewing habits…

Mar 12 2021

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Airbnb’s global brand campaign fails on fresh consistency

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication

I read with interest that Airbnb was launching a new global brand campaign. A holiday is top on my lockdown-liberation wish-list, as I'm sure it is for lots of people.…

Feb 25 2021

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How to manage losing powerful brand properties?

By David Taylor Distinctive communication, Distinctive packaging & design

Distinctive brand properties (e.g. logos, colors, slogans, mascots) are important to stand out in today's fast paced and cluttered markets. Building strong brand properties takes years and millions of dollars.…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven 'workouts' from our brandgym Academy Mastering Brand Growth Program. I also explore…

Jan 13 2021

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B2B brand distinctiveness: Boston Dynamics’ Dancing Robots

By David Taylor Distinctive communication

This week’s example of distinctive B2B brand communication comes from an unusual source: a robotics company called Boston Dynamics. The company’s owner SoftBank recently decided to sell the business. Specifically,…

Dec 23 2020

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12 Top posts from a crazy 2020

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

As this bonkers year draws to a close, it's time to look back on the year and pick some monthly highlights from our 52 weekly blog posts. In our 15…

Dec 13 2020

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Brand growth inspiration from … Mr Bean! (updated)

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive products & services, Global branding

Inspiration on brand growth this week comes from an unusual source: Mr Bean. An article in The Times (1) explored some of the reasons for the character’s enduring and ever-growing…

Oct 21 2020

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Share of Search: A New Way to Predict Market Share

By David Taylor Consumer Insight, Distinctive communication

Share of search on Google could be a cost effective and timely way of measuring brand health, according to a presentation by Les Binet, Adam&eveDDB's Head of Effectiveness, at Effworks…

Distinctive communication114

Fresh consistency in action with Extra gum

Build the brand to build the business: Bloom & Wild

Busting 3 myths about broadcast TV

Airbnb’s global brand campaign fails on fresh consistency

How to manage losing powerful brand properties?

7 brand building steps that doubled Peloton’s business

B2B brand distinctiveness: Boston Dynamics’ Dancing Robots

12 Top posts from a crazy 2020

Brand growth inspiration from … Mr Bean! (updated)

Share of Search: A New Way to Predict Market Share

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