KitKat provides a standout example of the power of Distinctive Brand Assets, successfully transforming a simple tagline into a flexible, enduring creative platform. Years of consistent use and playful execution have turned “Have a Break, Have a KitKat” into an iconic brand cue.

Distinctive Brand Assets (DBAs) are often discussed in the context of big creative ideas, high-profile campaigns and major media investments that demand boardroom attention. While these large-scale executions certainly have their place, much of the real brand-building work takes

Jingles may not always be viewed as the most modern or flashy brand assets, but they consistently rank in the top quartile for distinctiveness metrics. Their strength lies in their memorability—they’re designed to stick, and they're a powerful tool for brand recall. A standout.

RT @ehdecker: WHAT'S BETTER, CELEBS OR MASCOTS?. Like, if you have to choose what kind of character you want to invest in and be the face o….

Shutterstock has introduced a new logo and visual identity as it leans further into creative development space. Is this a "quiet rebrand" or could ditching the colour scheme and framed 'o' prove too big a shift?

Havaianas are masters at using their product as a Distinctive Brand Asset. The beach float execution is a brilliant example, and we hope to spot it at the seaside this summer!

Inspire your team and brand, by understanding how to achieve greater levels of distinctiveness. We've compiled a free guide packed with custom research, insight, actionable advice and case studies. Learn more about:.- The key building blocks that make distinctive brands tick.-

A nice example of a rebrand from British baking goods brand Silver Spoon. The brand has retained the elements that make them distinctive, amplifying and focusing in on the spoon, rays and colour scheme. This is exactly the tactic brands should follow, if a rebrand is warranted

Distinctive Brand Assets aren’t always traditional branding tools or products. In recent years, we’ve seen a growing trend of brands using unconventional assets—like serving vessels—as key distinctive cues. This is especially effective in crowded categories where visual styles

A ballsy logo placement can be seen in Three Sweden's 2024 Mustasch Kampen campaign, supporting the Movember movement. We're all for brands evolving and creatively playing with their distinctive assets—once those assets are firmly established in consumers’ minds. Imaginative

Owned touchpoints are a powerful—yet often underutilised—opportunity to reinforce distinctive brand assets. For brick and mortar retail brands, consider whether a small logo on a brown paper bag is enough. Could a bolder, more creative application of your assets turn the

A distinctive pack is a brand growth multiplier. Get it right, and you can drastically improve your chances of success. It can contribute to a brand on so many levels:. Shelf stand out – Being easy to find is critical for FMCG/CPG brands. For newer brands this means standing out

In store displays are a great tool not only in drawing attention to your product, but also for embedding Distinctive Brand Assets. Here are a few of our favourite examples ⬇️

The Distinctive Brand Asset Grid is one of the main visual aids used in DBA research. While simple in design, it offers powerful insights. An asset’s position on the grid reveals different strategic implications based on the quadrant—and even its specific placement within that

If your brand is activating at summer festivals, it’s a prime opportunity to put your Distinctive Brand Asset strategy front and centre. Standing out is important—but it’s even more critical that consumers can recognise who’s behind the activation. We're big fans of these

Puma’s 2024 Forever. Faster. campaign is a compelling example of how a distinctive shape can be used effectively in advertising. It’s often valuable to brief your creative agency on ways to refresh and innovate around legacy assets (Puma was founded over 75 years ago). While

The best brand refreshes may be the ones we aren't all talking about, there's no big flashy change or move to modernisation. The best refreshes often embrace consistency and retain what makes the brand distinctive in the first place. With growth, breadth and a number of brand

For nearly 200 years, Tiffany Blue® has been more than a hue — it’s a Distinctive Brand Asset, trademarked since 1998 and formalised as Pantone “1837 Blue” in 2001. Instantly recognisable. Unmistakably Tiffany. Today, the brand continues to champion its equity in the colour

We’re bananas for 'Monkey' and delighted that our client @PGtips have reintroduced the iconic brand character. See him come to life in the 'At Home With Monkey' campaign, launching tomorrow.

Can you identify the brand from these shadows?. After 110 years of embedding the glass bottle, Coca-Cola has gone wide with their latest campaign 'Shadows' via WPP Open X & Ogilvy UK. Even with an asset that's been around this long, it's a risky venture. Though the inclusion of