Distinctive Brand Assets – Andy Freight
Distinctive Brand Assets are triggers for the brand in people’s memory. They come in many forms – jingles, music, stings, straplines, logos, colours, patterns etc. The work of Jenni Romaniuk, Ella Ward, PhD, Dr Virginia Beal, William Caruso at the Ehrenberg-Bass Institute has helped brand managers better understand the role and importance them.
DBAs:
- Improve speed & accuracy of branding across touchpoints
- Are a more engaging & attention grabbing branding mechanism than saying or showing the brand name
- Improve richness of encoding in memory
- Facilitate purchase by making the brand easier to see and find
One of our favourite, but not widely documented, examples of Distinctive Brand Assets in action – haulage firm Andyfreight Limited (https://andyfreight.co.uk/). Everyone knows, the best way to get a baby to sleep is to put them in the car and drive….so why not put them on the back of a lorry?
Alongside a picture of the baby, they use the caption “Just about the only thing not delivered by Andy Freight”. Like most great branding/advertising, a creative leap was made to embrace an element of nonsense (credit Rory Sutherland). It’s unexpected. It breaks attention. And now wherever we see a baby on a lorry in our peripheral vision, we know it’s Andy Freight.
We also love that this is a brand that spends very little on brand advertising. But it has used it’s owned physical assets to build up that recognition and uniqueness, thanks to the consistency and cohesiveness of application over time. Bravo Andy.
If you are interested in hearing more about how we approach Distinctive Brand Asset testing then…
Read: https://lnkd.in/eKwpufhD
E-mail: rich@bamboozled.co
Follow Bamboozled Ltd
#marketing #brand #branding #brandhealth #bamboozled #distinctiveness #distinctivebrandasset #DBA #distinctiveassets #marketingscience
*2018 value of the world’s 13,000 largest companies. Source: “T2 analysis of S&P Capital IQ data for publicly-traded, non-financial companies with revenues over $50MM”
