Distinctive packaging & design Archives

Oct 23 2019

Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

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

Over the years, I’ve walked into a number of advertising campaign briefings only to realise halfway through that the company didn't need advertising, it needed branding. Advertising is only a…

Jun 05 2019

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The power of ‘brand-led’ design

By David Taylor Distinctive packaging & design

Post by Prasad Narasimhan, Managing Partner based in Bangalore. Design and branding are two disciplines that are core to how brands appeal to consumers. However, the two are often seem…

May 22 2019

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Heck: a sizzling sausage success story

By David Taylor Core Range Extension, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Grow Your Core Business

Post by Simon Gore, Managing Partner and our Head of Brand Identity & Naming. We love growth stories about sausage brands like Heck, the subject of this post, as they…

May 08 2019

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10 tips for effective brand names

By David Taylor Distinctive packaging & design

Post by Simon Gore, our new Managing Partner and Head of Brand Identity & Naming, based in London. Choice of brand name is one of the most significant decisions taken…

May 01 2019

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How to get retail customer support to grow the core?

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

"We know we should grow the core. But our sales force and retail customers demand innovation and new products to give us support!" This challenge was shared during a workshop I recently…

Mar 20 2019

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Inside an insurgent: the Gran Luchito story

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big brands, In…

Mar 06 2019

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Weight Watchers shows risk of name changes as share price drops 36%

By David Taylor Brand rejuvenation, Distinctive packaging & design

The renaming of Weight Watchers' to 'WW' shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, followed by a…

Dec 06 2018

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3 Black Friday brands benefiting from ‘Fresh Consistency’

By David Taylor Distinctive communication, Distinctive packaging & design

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 them famous…

Nov 21 2018

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Building an effective brand character

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

'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 character' is one of the…

Nov 07 2018

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Distinctiveness vs. differentiation: who is right?!

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

In a recent brand-led innovation project, we discussed Mark Ritson's latest column that has added fuel to the fire of debate about distinctiveness versus differentiation (1). "There is a worrying trend…

Distinctive packaging & design59

Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

The power of ‘brand-led’ design

Heck: a sizzling sausage success story

10 tips for effective brand names

How to get retail customer support to grow the core?

Inside an insurgent: the Gran Luchito story

Weight Watchers shows risk of name changes as share price drops 36%

3 Black Friday brands benefiting from ‘Fresh Consistency’

Building an effective brand character

Distinctiveness vs. differentiation: who is right?!

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