Brand Distinctive Assets - Logos, Typeface & Pub Trivia?!
Description
On this episode of The Marketing Show, we pull back the curtain on brand distinctive assets, or what are sometimes known as brand codes.
A brand's distinctive assets are those parts of the brand that are so recognisable, you wouldn't even need to know the brands name to pick which brand it is from. Think the McDonalds golden arches, the Google "oooo's" or the Pizza Hut phone number jingle that you still remember from back when you were a kid!
Once understood, distinctive assets can be an extremely powerful tool to aid the building of memory structures in a consumers mind, creating a short cut between your advertising assets and the consumer being reminded of your brand, even if they weren't paying close attention. What this means is that when that consumer is at the shelf, choosing between brands, they are more likely to pick yours if you have strong distinctive assets.
We talk about what distinctive assets can be, how to identify yours and what to do about it once you have identified them. Finally, we also discuss some of the risks of altering your brands distinctive assets or codes.
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