3 Black Friday brands benefiting from ‘Fresh Consistency’
Post by David Nichols, Group Managing Partner and Head of Invention This Black Friday weekend I saw several brands reaping the benefits of ‘fresh consistency’: remembering what made [...]
By David Taylor
Posted Building an effective brand character
‘Brand properties’ help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a ‘brand [...]
By David Taylor
Posted Distinctiveness vs. differentiation: who is right?!
Mark Ritson added fuel to the fire of debate about distinctiveness versus differentiation in a recent column (1). “There is a worrying trend to favour distinctiveness over [...]
Uber ditches its dodgy design
Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time, effort and money that could have [...]
By David Taylor
In Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution
Posted Why big brands win in eCommerce retail, not small ones
Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally savvy [...]
Good, bad and questionable: Santander’s new logo
I read about the updating of Santander’s visual identity today with mixed emotions (1). On the one hand, the company has remembered and refreshed what made the brand famous, avoiding the mistake [...]
By David Taylor
Posted The danger of ditching distinctive brand assets: Mr Kipling
The story of Mr Kipling has some great learning about the dangers of ditching distinctive assets. Back in 2014 in a post on the cake brand I warned about “the risk of forgetting what made you [...]
Finding growth closer to the core, like Bonne Maman
Too often, when it comes to innovation, brands look to stretch to new categories or bring whole new benefits before actually looking closer at the core, where there may be smart and more [...]