Episode 44

What’s the Deal with Distinctive Assets?

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve “gold” status in recognizability according to a study by Ipsos and JKR. So where are things going wrong?

This week, Elena, Angela, and Rob talk about what makes assets truly distinctive, the most effective formats for memorability, and whether consistency or creativity plays a larger role in an asset’s success. Plus, quiz yourself along with the hosts as they run through some of the most well-known brand assets used today.

Topics Covered

• [01:00] MarketingWeek’s review of brand assets study

• [04:00] The highest scoring format for distinctive assets

• [05:30] Why patience matters for distinctiveness

• [09:00] Assets need to be memorable, ownable, and have long-term potential

• [10:00] How distinctive assets have been elevated on TV

• [14:00] Using AI to evaluate brand assets

• [18:00] Distinctive assets quiz

Resources:

2023 MarketingWeek Article

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