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. […]
Tag Archives: Distinctive Brand Assets
16
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 […]
05
Dec
Dec
A Bamboozled Guide to Category Entry Points Common practice in marketing is to segment the market into distinct groups of people based on their attitudes, behaviours and/or demographics to enable effective targeting, positioning and execution – we prefer Category Entry Points… But what if there’s a better way? Introducing Category Entry Points (CEPs) CEPs […]
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 […]
28
Jul
Jul
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 […]