WHY IT IS CRUCIAL TO SECURE CONSUMER ATTENTION TO YOUR DISTINCTIVE BRAND ASSETS
Marketing is about creating great marketing collateral that is so distinct that the consumers will remember you when buying products. Working with your distinctive brand assets, also called brand cues, is required across all your marketing from campaigns to products. Across everything you do your brand has to be understood and seen.
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Podcast
Distinctive Brand Assets
Misplaced or missing attention to brand cues such as logos, products, mascots, characters, typography, colors and other distinctive brand assets can have a huge impact on how your brand is perceived.
We have compiled some useful content from some of the great marketing and brand people who we trust and believe communicate this in a very easy and structured way.
VCCP Media
Distinctive assets supercharge low attention media
Properly branded assets are 2.5x more effective at driving business outcomes in low-attention digital environments than weak ones, according to new research.
Dan White
Distinctive Brand Assets
Dan White, author of The Smart Marketing Book, is one of our favorite brand building experts. Watch him explain distinctive brand assets in less than two minutes in an easy and understandable way.
Adam Sheridan, Ipsos
The Power of You
Brand assets have a much stronger link to positive branded attention effects than just directly showing or talking about the brand. Learn why distinctive brand assets are a driving force of creative effectiveness.
Flying Saucer Studio
What Are Distinctive Brand Assets?
Distinctive Brand Assets are powerful branding tools that help you stand out from the crowd and immediately tell your customers, “It’s me, I’m here.”
AI in marketing
Flowsam is garnering praise from marketing industry experts who believe that flowsam is an indispensable tool for everyone who works with branded video:
“Once you’ve tried flowsam, you can’t imagine developing video content without pre-testing and gaining insights from flowsam.
Flowsam is a perfect example of how AI is revolutionizing marketing as described in my new book, ‘The AI Marketing Canvas’, and as I teach in my marketing courses at Kellogg.”
Jim Lecinski, former Google vice-president, now Clinical Associate Professor of Marketing at Northwestern University’s Kellogg School of Management.
Jim Lecinski & Raj Venkatesan
The AI Marketing Canvas
Jim Lecinski, former Google vice-president, is a big fan of flowsam. He is also one of the authors behind this amazing book about the practical appliance of Artificial Intelligence in marketing.
Branding & mental availability
A brand’s mental availability refers to the probability that a buyer will notice, recognize and/or think of a brand in buying situations. It depends on the quality and quantity of memory structures related to the brand.
Higher mental availability means being easily noticed and/or thought of in many different buying situations. The easier the brand is to access in memory, in more buying situations, for more consumers, the higher the overall mental availability.
Les Binet
The Short of It
Great marketing is crucial. But should you aim for short term sales or long term growth? This video explains in 5 minutes how to get both. Listening to Les Binet is very addictive.
Professor John Dawes
The 95-5 rule
The whole point of branding is to address buyers that are not in the market right now, building and refreshing memory links to the brand. These memory links are activated when buyers do come into the market.