Distinctive Asset Testing: Where do your brand assets fall on the grid?

Over the past years Distinctive Assets has, rightfully, risen to be one of the golden pillars of effective marketing. What is it? Why is it important? And foremost, how do you as a marketeer avoid guess work? Read all about it here and find out what we can do for your brand distinctiveness.

What is it?

Distinctive Assets are the non-brand triggers that remind category buyers of your brand. This can include colors, characters, jingles, fonts, shapes, taglines/slogans and more.

Why is it important?

Distinctive assets play a crucial role in constructing memory structures for your brand over time. They require protection and continual development. When executed correctly, they provide your brand with a shortcut to the consumer's mind, enabling your marketing efforts to build a long-term compound effect.

How can we assess Distinctive Brand Assets?

The Distinctive Assets Grid is a method for evaluating brand elements to gauge their current effectiveness and potential for maintaining consumer mindshare. It operates on two main criteria:

UNIQUENESS: The element should evoke the brand rather than competitors.

FAME: The majority of consumers should recognize the element as representing the brand.

These criteria are quantitatively assessed, allowing brands (and their competitors) to be plotted on the grid. Assets exceeding 50% fame are likely to trigger brand recall among category buyers, while those surpassing 50% uniqueness are remembered as the dominant brand.

Strategic Asset Use in Marketing and Media Planning

Every asset has its role, with some supporting and others leading. While we ideally codify every creative unit extensively, when limited to one or two assets, selecting those that can independently strengthen your brand's presence becomes critical.

What if Your Assets Don't Perform?

When assets fall short in fame and uniqueness, the solution isn't always to create new or rework existing ones. Often, it's about strategically deciding which current asset to focus on first. Determining which asset has the most potential becomes crucial.

How can we at Catalyse help you to distinctiveness?

At Catalyse, we have extensive experience in testing and evaluating all aspects of communication and creative assets. Contact us to discover how we utilize analytics applied to the Distinctive Asset Grid to assist our clients in building greater consumer mindshare. Reach out to us at hello@catalyse.se today and let us guide you toward more effective communication.