Distinctive packaging & design Archives

Dec 06 2018

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…

Sep 19 2018

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Uber ditches its dodgy design

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

Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time,…

Jul 17 2018

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Why big brands win in eCommerce retail, not small ones

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

Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally…

Mar 27 2018

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New logo design by Santander: the good, the bad and the questionable

By David Taylor Distinctive packaging & design

We start our brandgym Mastering Brand Growth program and our brand strategy projects talking out how branding is about the whole business, not just logo design. So, I read about the…

Mar 23 2018

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The danger of ditching distinctive assets: the Mr Kipling brand

By David Taylor Brand rejuvenation, Distinctive communication, Distinctive packaging & design

The story of the Mr Kipling brand has some great learning about the dangers of ditching distinctive assets. Back in 2014 in a post on the cake brand I warned…

Jan 17 2018

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Finding growth closer to the core, like Bonne Maman

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

Too often, when it comes to innovation, brands look to stretch to new categories or bring whole new benefits before actually looking closer at the core, where there may be…

Jan 30 2016

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The modern Milk Tray Man: Mondelez makes use of memory structure

By David Taylor Distinctive communication, Distinctive packaging & design

I had a pang of nostalgia when I read that Mondelez has brought back "The Milk Tray Man" to market its Cadbury's Milk Tray chocolates. This is a character that was…

Jul 20 2015

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Fever Tree: fizzing with distinctiveness

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

I'm back from an enlightening breakfast where I learnt more about the explosive growth of upmarket tonic water brand, Fever Tree. The company has recently reported first half sales up…

Distinctive packaging & design62

3 Black Friday brands benefiting from ‘Fresh Consistency’

Building an effective brand character

Distinctiveness vs. differentiation: who is right?!

Uber ditches its dodgy design

Why big brands win in eCommerce retail, not small ones

New logo design by Santander: the good, the bad and the questionable

The danger of ditching distinctive assets: the Mr Kipling brand

Finding growth closer to the core, like Bonne Maman

The modern Milk Tray Man: Mondelez makes use of memory structure

Fever Tree: fizzing with distinctiveness

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