Distinctive packaging & design

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 [...]

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 first of two posts, we look at the importance [...]

What better subject for a summer blog post could there be than rosé wine? I’m certainly looking forward to sipping a glass or more on an upcoming Taylor family holiday to the South of [...]

Elon Musk’s decision to kill off the Twitter brand and replace it with ‘X’ grabbed headlines this week. Some called the Twitter rebranding move as brave and visionary. Most saw [...]

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. This week we explore the detailed [...]

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 assets [...]

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 [...]