Why Distinctive Brand Assets are a Driving Force

The media landscape is rapidly changing, offering the consumer more content as well as the choice to skip or scroll away from what doesn’t interest them. While creative may need to work harder to grab and keep attention, its main role has largely remained the same: to capture attention and encode memories that can later influence brand choice. So the question all marketers need to ask themselves is: Am I maximizing the power of my brand’s assets?

Brand assets are the cues and signals of a brand that leverage non-verbal based stimuli, such as visual colors, logos, characters, celebrities, audio devices and music, scents/tastes when using the brand or product. Examples of these include visual colors and logos like Mastercard’s red and yellow overlapping circles, or characters like KFC’s the Colonel.

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