Distinctive packaging & design Archives

Mar 04 2026

How packaging can harness all 5 senses

By David Taylor Distinctive packaging & design

Ever since Kotler’s famous ‘4P’s of marketing’, packaging has always been seen as a poor cousin to product in the marketing mix. And since packaging has often been the domain…

Feb 17 2026

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Putting Heart into Haircare: Not Your Mothers

By David Taylor Brand Vision, Positioning & Purpose, Consumer Insight, Distinctive communication, Distinctive packaging & design, Distinctive products & services

Post by Jon Goldstone, Managing Partner Global Any guesses on the fastest growing haircare brand in the US? I recently had the pleasure of working with the team at Not…

Sep 10 2025

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How Bold Beans tranformed a Basic Ingredient into a Premium Brand

By David Taylor Brand Vision, Positioning & Purpose, Distinctive packaging & design, Distinctive products & services

Beans. Not exactly the sexiest category! Most marketers wouldn’t pick them as the battleground for premium innovation. But that’s exactly what Bold Bean Cº founder Amelia Christie-Miller has done, according…

Jun 11 2025

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Building a brand that wins two different audiences: Skyrizi

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive packaging & design

How do you build a brand that wins with two very different audiences? It’s a classic challenge faced across many categories — from food brands needing to win over shoppers…

May 13 2025

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How to build a brand with low or no budget: Tenzing

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

How do you build a brand in a highly competitive market with a limited budget or even no budget? Tenzing and its founder Huib Van Bockel are a brilliant example…

Dec 04 2024

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Marvellous Christmas Marketing: Melt Advent Calendar

By David Taylor Distinctive brand activation, Distinctive packaging & design

Every December, since our three girls were small, a Taylor family tradition is having an advent calendar with chocolate treats for each of the 24 days leading up to Christmas…

Nov 27 2024

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Lessons in Fresh Consistency from the Strictly brand

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

Last weekend, inspiration on the power of “fresh consistency” came from an unusual source: the TV programme Strictly Come Dancing. I joined Mrs Taylor on the sofa to watch this week’s…

Jul 15 2024

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The Danger of Ditching distinctive assets: Northampton Saints

By David Taylor 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…

Jun 27 2024

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Coors Light Colour Changing Cans: 15 Years of Fresh Consistency

By David Taylor Distinctive packaging & design

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, thanks…

May 15 2024

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Aperol’s distinctive marketing serves up growth

By David Taylor Distinctive brand activation, Distinctive communication, Distinctive packaging & design

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…

Distinctive packaging & design64

How packaging can harness all 5 senses

Putting Heart into Haircare: Not Your Mothers

How Bold Beans tranformed a Basic Ingredient into a Premium Brand

Building a brand that wins two different audiences: Skyrizi

How to build a brand with low or no budget: Tenzing

Marvellous Christmas Marketing: Melt Advent Calendar

Lessons in Fresh Consistency from the Strictly brand

The Danger of Ditching distinctive assets: Northampton Saints

Coors Light Colour Changing Cans: 15 Years of Fresh Consistency

Aperol’s distinctive marketing serves up growth

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