How Aperol Spritz utilised Distinctive Brand Assets and Category Entry Points to drive growth Aperol is a quintessential liquor, notorious for it’s distinctive bright orange liquid colour in glass and flavour profile that combines bitter, sweet & tangy notes made from a secret recipe of bitter and sweet oranges, rhubarb and other herbs & roots. […]
Category Archives: Distinctive Brand Assets
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Dec
Dec
Cluedo’s Red ‘U’: A Masterclass in Distinctive Brand Assets Unlocking the Power of “Meaningless” Elements with Jenni Romaniuk and Byron Sharp Why is the ‘U’ in Cluedo red? This seemingly trivial question, posed by my six-year-old son, sparked a fascinating exploration into the world of distinctive brand assets and the profound impact they have on […]
10
Oct
Oct
Distinctive Brand Assets: An Introduction Distinctive brand assets are non-brand-name elements that can trigger the brand name into memory for category buyers. They can be audio, verbal, or visual, and they play a vital role in getting brands thought of in buying situations (Mental Availability). What makes for strong distinctive assets? Recognition: Brand assets need […]