Insights Industry News

March 14, 2017

It’s 3AM, Do You Know What Your Distinctive Brand Assets Are?

Do you know which of your brand identity elements are driving the distinctiveness of your brand?

Jonathan La

by Jonathan La

Senior Vice-President, Growth at Hotspex

0

By Jonathan La Greca

Can you identify some of these brands? Why are some of them so easy to recognize? What emotions do you feel when you recognize them?

What is a Distinctive Brand Asset?

__________________________________________________________________________

Distinctive Brand Assets are consistent sensory & semantic cues that make it easier for consumers to identify your brand and recall the associations related to it.

Any element within your brand identity that is unmistakably recognized as belonging to your brand and elicits associations that are “on-brand” is a Distinctive Brand Asset. These include and are not limited to colors, shapes, scents, sounds, tastes, textures, fonts, taglines, packaging, products, logos, claims, tones of voice, brand characters, and celebrity endorsers.

Why are Distinctive Brand Assets important to you and your Marketing team?

__________________________________________________________________________

Most global leadership brand building organizations are trying to implement Byron Sharp’s “Laws of Growth” to build distinctive and coherent brands.

Thriving brands know that consistently activating their Distinctive Brand Assets across all marketing touchpoints builds and reinforces memory structures, creating mental availability for their brands, while building long-term brand coherency.

Distinctive Brand Assets drive brand growth by improving brand linkage in your advertising while making your brand more familiar, easier to find, and easier to buy!

Do you know which of your brand identity elements (e.g., brand color, font, logo, brand character, etc.) are driving the distinctiveness of your brand?

Maybe it’s time to pick up a copy of How Brands Grow. In the meantime, if you’d like a free copy of our summary of How Brands Grow, please contact Jonathan La Greca.

__________________________________________________________________________

Voted among the top global insights consultancies for 3 years in a row, Hotspex is working with 15 of Top 20 advertisers in over 30 countries because we leverage the most innovative approaches from behavioral sciences, combining System 1 and System 2 measures to truly understand WHY consumer behave the way they do. We then apply marketing sciences, such as the Laws of Growth, to help you find out HOW to apply your insights in an actionable way to build distinct and coherent brands that accelerate growth.

0

advertising researchbrand strategy

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

Comments

More from Jonathan La

Marketers, How Will the Recession Impact Your Career and Brand?

Advertising and Marketing Research

Marketers, How Will the Recession Impact Your Career and Brand?

Navigating marketing in anticipation of an economic crisis.

Jonathan La

Jonathan La

Senior Vice-President, Growth at Hotspex

Top 3 Themes from the 2019 GRIT Business & Innovation Report

Artificial Intelligence and Machine Learning

Top 3 Themes from the 2019 GRIT Business & Innovation Report

Crucial takeaways from the latest GRIT publication.

Jonathan La

Jonathan La

Senior Vice-President, Growth at Hotspex

How Prepared Are You For the Future of Market Research?

How Prepared Are You For the Future of Market Research?

Jonathan La Greca shares emerging themes in market research he gleaned from attending IIeX North America, 2019.

Jonathan La

Jonathan La

Senior Vice-President, Growth at Hotspex

Applied Behavioural Science and Google’s Machine Learning to Create Innovative Advertising

Behavioral Science

Applied Behavioural Science and Google’s Machine Learning to Create Innovative Advertising

Case study on using applied behavioural science for Google advertising

Jonathan La

Jonathan La

Senior Vice-President, Growth at Hotspex

ARTICLES

Moving Away from a Narcissistic Market Research Model

Research Methodologies

Moving Away from a Narcissistic Market Research Model

Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...

Devora Rogers

Devora Rogers

Chief Strategy Officer at Alter Agents

The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Sign Up for
Updates

Get what matters, straight to your inbox.
Curated by top Insight Market experts.

67k+ subscribers

Weekly Newsletter

Greenbook Podcast

Webinars

Event Updates

I agree to receive emails with insights-related content from Greenbook. I understand that I can manage my email preferences or unsubscribe at any time and that Greenbook protects my privacy under the General Data Protection Regulation.*