What is the role of distinctive brand assets?

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether they help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
  • Distinctive brand assets are designed to anchor brands firmly in memory and trigger the faster, more emotional, System 1 decision-making part of the human brain.
  • Brand assets today work with verbal, visual, auditory, and haptic cues, engaging our senses and driving attention – including when we’re not consciously attending to or even looking at brand communication.
  • Fluent Devices capture and represent two or more aspects of a brand, making even stronger associations and representations of the brand’s assets in long-term memory.
  • Distinctive brand assets don’t, as a rule, suffer from wearout. A function of classical conditioning, the most fundamental building...

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