Distinctive packaging & design Archives

Dec 13 2023

Smart Use of Secondary Packaging: Veuve Clicquot

By David Taylor Distinctive packaging & design, Grow Your Core Business

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.…

Dec 06 2023

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Is that Heinz? Using your brand to solve a business issue

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

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…

Nov 29 2023

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Using a Brand Character to Create Cut-Through

By David Taylor Distinctive communication, Distinctive packaging & design

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 confirms learning…

Nov 08 2023

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B2B Brands Desperately Need Distinctive Brand Assets

By David Taylor Distinctive communication, Distinctive packaging & design, Uncategorized

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…

Oct 04 2023

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DISTINCTIVE BRAND ASSETS: HARNESSING THEIR FULL POTENTIAL (PART 2)

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

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 a…

Sep 27 2023

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Distinctive brand assets: harnessing their full potential (part 1)

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

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…

Aug 30 2023

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Being brave to break category codes: Whispering Angel

By David Taylor Distinctive packaging & design, Distinctive products & services, Driving Distribution

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…

Jul 28 2023

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The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

By David Taylor Distinctive packaging & design

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…

Jul 19 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

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

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.…

Jul 12 2023

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Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

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

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…

Distinctive packaging & design62

Smart Use of Secondary Packaging: Veuve Clicquot

Is that Heinz? Using your brand to solve a business issue

Using a Brand Character to Create Cut-Through

B2B Brands Desperately Need Distinctive Brand Assets

DISTINCTIVE BRAND ASSETS: HARNESSING THEIR FULL POTENTIAL (PART 2)

Distinctive brand assets: harnessing their full potential (part 1)

Being brave to break category codes: Whispering Angel

The X-Names: 5 Rebranding Lessons from Twitter/X vs ITVX

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 2)

Driving Distinctiveness of Brand Assets: JKR x IPSOS Research (part 1)

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