Distinctive brand assets

Distinctive brand assets are the sensory features that make a brand recognisable without the brand name being present: colours, logos, shapes, characters, sounds and language patterns. Their job is not to claim anything about the brand but to make it recognised faster and more often, in advertising and at the shelf. Assets are judged on two axes: fame (how many people know the feature) and uniqueness (how many people link it exclusively to your brand). Building them takes years of consistent use, and the biggest threat is not the competitor but the brand's own organisation redesigning them out of boredom.

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