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19 Crimes named UK's favourite supermarket wine

Such good news to start the week to. 19 Crimes was a great brand to work on and another example of where, sometimes, global positioning doesn't quite work for local markets. Four weeks of analysis and diagnostics identified how and where local markets could activate while still being true to the work from global.

A further two weeks delivered the what, the creative idea to glue everything together. In the grand scheme of things, our role was small, but when all parts of the brand mix are moving in the right direction, it sure makes a difference.

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When a brand uses purpose for both positioning AND to communicate social good, it often forgets about distinction and differentiation. Very few can pull it off. Patagonia did, IMHO. "Build the best pr

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