Distinctive packaging & design Archives

Jan 08 2020

How to create a new category like White Claw

By David Taylor Distinctive communication, Distinctive packaging & design

Post by Jon Goldstone, Managing Partner, Global and head of brand revitalisation. As I read the Nielsen Bases US Innovation List for 2019 White Claw, a hard seltzer launched in…

Dec 13 2019

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How can you make your brand as distinctive as Coke?

By David Taylor Distinctive packaging & design

Post by Simon Gore, Managing Partner and brandgym's head of Naming & Visual Identity. Reading an article about the history of Coca-Cola’s ‘contour’ bottle led me to thinking about just…

Oct 30 2019

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The Jolly Hog: sausage & sizzle in action

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

This week's post is about a brand that literally combines product 'sausage' and emotional 'sizzle' to create a compelling proposition. I caught up for breakfast with Ollie Kohn, co-founder of the…

Oct 23 2019

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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…

Distinctive packaging & design62

How to create a new category like White Claw

How can you make your brand as distinctive as Coke?

The Jolly Hog: sausage & sizzle in action

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%

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