Distinctive BAT

DBAs are vital to long-term brand success. If you want to understand why and how to create them, check out this clear, actionable report: https://lnkd.in/ep_PuaT9 Cathal Gillen

🎵 Jingles punch above their weight from a distinctiveness point of view, consistently scoring highly. From the numerous Distinctive Brand Asset studies we’ve conducted in the past 24 months, they are, on average, the highest-scoring asset type. To demonstrate their stickiness and strength, we tested a selection of jingles in the U.K. to see how strongly they performed. The majority were top-box Hero assets, well recognised by consumers and attributed to the correct brand. See the full article and findings in the comments below...

Be careful what your brand dresses up as this Halloween... We tested an old Pepsi ad which borrowed the brand assets of their competitor. While the majority of people attributed it correctly to Pepsi, a vast chunk of people also* (mis)attributed it to Coca-Cola. A friendly reminder to avoid scaring the CMO, don’t use your media dollars to remind people your competitor exists. *Respondents had an option to name several brands. 

What snot to like about the new Kleenex rebrand? It's an excellent case study of how to drive uniformity across the range and markets by leaning into a hero asset that lives everywhere: the logo, the pack and advertising. Fundamentals done extremely well. Kudos to the team Turner Duckworth Andy Baron Jen Kasmarick Roberta Romanholi Alex Goran Lissette Dávila, MBA Robert Raines Andrea Zahumensky Kimberly-Clark

With plenty of chat in the past 24 hours regarding the new Tesco campaign by BBH London, we tested the advert to check if there was any concern in how they played with their logo. The result: 90% of U.K. respondents can still attribute it back correctly to the brand, which is a very strong result. While some brands might overplay their hand in the pursuit of attention, there is no fear that this campaign will not be attributed to Tesco. (U.K. nat rep audience of n=150)

The new Tesco campaign does away with the logo and instead utilises shape and tagline to communicate the brand. This is part of a growing trend of advertisers playfully iterating their Distinctive Brand Assets, but there’s nuance to when and how this can be done effectively.  Via The Drum “You need to have icon status to be able to play with your logo with such confidence,” says BBH London deputy executive creative director Felipe Serradourada Guimaraes. In previous research we saw the Tesco tagline score very well (93% Asset Recognition and 79% Brand Attribution), affording them the flexibility to go wide with their application - elbow room that not every brand achieves. 

When does a car become an icon? Jeep asked in this campaign. Distinctive assets take years of wear in to embed in the minds of consumers. Only when the vast majority of category buyers recognise the asset and can attribute it back to the brand (circa. 85%+ Asset Recognition and Brand Attribution) would we advise that the assets can work in isolation as an effective branding device. These iconic assets can be used without the aid of the brand name present or overtly in focus, and can be flexed, stretched and played with at little risk. If anything, the alteration or augmentation of the asset refreshes memory structures further. And we think just maybe, with this creativity, Jeep might just have driven it home.

These McDonald's billboards are a great example of combining a Distinctive Brand Asset and a Category Entry Point. After decades of embedding the golden arches, the brand has grounds to creatively flex this asset and play with its structure. An average consumer would see these parts of the arch (aided by the red background) and still attribute them back to the McDonald’s. They have earned what we term, “the right to go wide”. As well as hitting the distinctiveness mark, they are also refreshing memory structures around a key Category Entry Point, those seeking a quick fix for hunger while on the road! Even big brands like McDonald’s need to be constantly reminding people of their priority CEPs.

Post-it notes were created by mistake. In 1968, a scientist at 3M accidentally made the reusable adhesive while trying to create a super-strong version for the aerospace industry. A colleague later developed it into the sticky note we know today. Post-it provides an excellent example of a hugely successful brand that only really has one Distinctive Brand Asset – the product itself. They continue to champion and embed the yellow square notepad across advertising and in logo iterations.

Do you know the difference between Distinctive Brand Assets and Messaging Assets? It’s a crucial distinction that can impact how your brand converts. While Distinctive Brand Assets help to drive salience, Messaging Assets (like claims and product features) can act as category navigation tools, to help you make a sale. Both are essential, but knowing when and how to use each is key to building a memorable brand identity. Read our handy guide to learn more about the role of each: https://lnkd.in/eAfzujhU