Get your brand recognised and remembered by building distinctive brand assets

Advertising only works for you when it gets people's attention AND your brand is the one people remember seeing. People can only buy your brand if they can recognise it in buying situations. NSB Marketing Best Practice provides our clients a tried and tested process for measuring, building and tracking what is arguably a brand's most valuable belongings: distinctive brand assets.

Colours, shapes, taglines, characters, imagery and sound can all trigger your brand in the minds of potential customers when they are exposed to them in advertising and in buying situations. They can also trigger nothing — or competitors.

What do your brand assets trigger in the minds of potential buyers?

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Our approach to measuring and building distinctive brand assets is based on years of our own experience of working in practice with consumer research methodologies laid out in published papers from the Ehrenberg-Bass Institute and others. Now, we are offering it worldwide.

How?

These are the steps we take to map and measure your distinctive brand assets:

  • 1. What's your context?

    Looking at advertising attention and brand recall of your campaigns, how does your advertising score today? What environments are your ads in, which channels? What does the competitors' branding and advertising look like?

  • 2. Which assets have potential?

    Looking at the assets currently in use as well as previous assets that may have value, we identify candidates for testing.

  • 3. Testing fame and uniqueness

    Then we'll do a quantitative test to measure how many people assign the assets to your brand, to competitors and to nothing at all.

  • 4. Prioritise and define best practice

    Based on 1-3 we'll provide recommendations to which assets to mainatin, adjust and build, as well as best practice guidelines and brief templates for optimal branded attention in your context.

  • 5. Track progress

    Finally, we provide a systematic approach to measuring branded attention in advertising and trakcing your progress in building the value of your distinctive assets.

Through this 3-4 week process you’ll learn which brand assets that can increase the effectiveness of your marketing and how to build other assets to increase the value of your branding.

Join world-class FMCG brands, financial services, B2Bs and startups alike in using this systematic brand asset management approach.

Reduce wasted attention to increase advertising effectiveness

Average advertising attention is around 40 %, and average brand recall on noticed advertising is around 40 %. If your advertising lies near these averages, your total branded attention from ads is a mere 16%. That's a whopping 84 % waste!

How certain are you that you are better? And what are you doing to improve? Most likely, you and your advertising agency are doing everything you can to get attention. Your competitors certainly are. Also very likely, you are not putting as much effort into increasing brand recall systematically -- and neither are your competitors, because few do. There's massive upside for effectiveness in getting recognised and remembered by more people, and distinctive brand assets are key.

Best practice in using distinctive assets dramatically increases branded attention

A large meta-study of 2 000 TV commercials by Ipsos Knowledge Centre USA found that distinctive assets work better even than the full brand name and logo to increase the total combinded effect of advertising attention and brand recall, i.e. branded attention.

General Mills, one of the world's largest CPG house of brands, found that their campaigns on average had 43 % correct brand recall. Those of their campaigns that utilised best practice for distinctiveness had an average level of 67 % brand recall. While their lowest performing campaigns, where distinctiveness was left to intuition, had an average brand recall of only 32 %.

Please take a moment to consider this with your advertising budget in mind: If advertising attention is stable at 40 %, increasing brand recall from 32 % to 67 % means an increase in branded attention from 13 % to 27 %. That's more than doubling your advertising effectiveness.

The first step is to measure your distinctive brand assets. The second is to put them to use systematically.

Would you like to know more about branded recall, advertising effectiveness and distinctive brand assets?

Find a time in our calendar and book an informal 15 minute advisory chat with us.