How Brands Grow by Byron Sharp

Author:Byron Sharp
Language: eng
Format: epub
Tags: Business
Published: 2014-09-16T00:00:00+00:00

The purpose of building strong, distinctive assets is to increase the number of stimuli that can act as identification triggers for a brand. Distinctive assets improve advertising effectiveness by making it easier for viewers to identify which brand the advertising belongs to. In a shopping environment, distinctive assets make it easier for consumers to notice, recognise and therefore purchase a brand.

Building distinctive assets

Distinctive assets need to be learned by consumers. Until the links between distinctive elements and the brand are learned they cannot function as a substitute for the brand. To successfully teach the link requires a commitment over many years, even decades. For example, the Nike 'swoosh' was first introduced in the 1970s; for a long while it was shown alongside the brand name, prior to being used as a solo brand identifier. The strong recognition that the Nike swoosh has today is because of the consistent investment over many decades. A brand can’t be distinctive unless it is consistent.

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