Distinctive packaging & design

A controversial change to a leading English rugby club’s visual identity hit the new headlines last week. This shows how distinctive brand assets (DBAs) are a hot topic for all types of [...]

I recently read an article (1) about the Coors Light’s “blue mountain” colour changing cans. Mountains on the can turn blue when the beer reaches an optimal cold temperature, [...]

As sunny days become more common, even in the UK, an Aperol Spritz is one of my top tipples. The distinctive orange drink, in case you don’t know it, is a mix of Aperol and prosseco with a [...]

100% of marketing directors agree that Distinctive brand assets are an important driver of growth in our brandgym research. However, very few brand assets are truly distinctive, with a mere 15% [...]

Distinctive brand assets (DBAs) are a hot topic. 100% of marketing directors agree that DBAs are an important driver of growth in our brandgym research, with 87% rating them extremely important. [...]

I posted a few weeks on the amazing job Veuve Clicquot has done in consistently bringing to life and amplifying their brand assets, in particular their yellow (or orange?) colour. I touched on [...]

I love coming across examples of brand campaigns that solve real business issues. Not trying to indirectly influence the business. Identifying a tangible barrier to growth and finding a creative [...]

Brand characters are the second most effective form of distinctive brand asset, beaten only by jingles, according to research by brandgym partner agency Distinctive BAT (see below) (1). This [...]

We posted recently about how a mere 15% of brands have truly distinctive brand assets (logos, colours, symbols, slogans etc.). New research shows that business to business (B2B) brands have a [...]

This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this second of two posts, we look at [...]