Distinctive products & services Archives

Nov 28 2018

Why is Direct Line’s brand strategy “best-in-class”?

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive products & services

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built…

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 05 2018

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8 failed brand extensions in the brand stretch graveyard!

By David Taylor Core Range Extension, Distinctive products & services

A reminder of how overcrowded 'the brand extension graveyard' is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1).…

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…

Jul 05 2018

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Creating a ‘service signature’: Westin Gear Lending

By David Taylor Distinctive products & services

During a recent stay at The Westin Hotel in Cape Town I came across a great example of a 'service signature': a distinctive, memorable and scaleable customer experience that dramatises the…

Jun 14 2018

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Farmdrop: building a brilliant brand-led business

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

This week I learnt first-hand how Farmdrop has built its business by leading with a brilliant product, supported by a social & ethical mission. The Farmdrop website and mobile app allows…

Feb 09 2016

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Cirque du Soleil’s constant renovation

By David Taylor Distinctive products & services

This week the Taylor family enjoyed a night out at The Royal Albert Hall, seeing the latest Cirque du Soleil show. Although we'd already seen three of their shows, tickets…

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 products & services98

Why is Direct Line’s brand strategy “best-in-class”?

Distinctiveness vs. differentiation: who is right?!

8 failed brand extensions in the brand stretch graveyard!

Why big brands win in eCommerce retail, not small ones

Creating a ‘service signature’: Westin Gear Lending

Farmdrop: building a brilliant brand-led business

Cirque du Soleil’s constant renovation

Fever Tree: fizzing with distinctiveness

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