Step change your brands distinctiveness

Gain actionable insight on growing your brand through Distinctive Brand Assets with our research & tracking solution.

Our Clients

Harry's logo
Whirlpool logo

Why are Distinctive Brand Assets important?

Golden Arches DBA

Stand Up In Comms

Having a distinctive brand can significantly improve ad recall, memorability and ultimately improve marketing ROI
Omnichannel DBA

Stand Together

Connects disparate marketing activities consciously and subconsciously helping create truly integrated marketing
Kikkoman Distinctive Bottle

Stand Out Physically

With 30,000+ items in an average supermarket,
standing out has never been more important on-shelf or online
Corona Distinctive Lime Serve

Stand Out Mentally

Improves how easily your brand comes to mind, playing a leading role in driving Mental Availability

Why track & measure Distinctive Brand Assets?

Most marketers know that Distinctive Brand Assets are a critical marketing effectiveness lever, but very few (and only the best!) research, and then track over time. A quantitative assessment of your distinctive assets allows you to understand actual performance removing any objectivity or bias.
Tobasco Distinctive Brand Asset Grid

Distinctive Asset Grid example, originally pioneered by Jenni Romaniuk and the Ehrenberg-Bass Institute

Asset Prioritisation


Understand your strongest performing DBAs, allowing you understand which to hero in your communications and on pack
Watchout & Threats


Understand your watchout assets including which are signalling your competitors and being misattributed
WIP Assets


Understand which assets may need more work, adaption and/or creative application


Allows you benchmark against competitors and track performance over time

Resources & Blog

The Distinctive Serve – A Brand Growth Multiplier

While alcohol brands have pulled different levers over the years to be top of mind for the bar call, one lever which has proven to work time and time again is the distinctive serve.

Distinctive Packaging Inspiration Volume 2

Distinctive packaging are a growth multiplier when done right, here are some best in class examples.

Distinctiveness Case Study – Food Delivery Brands U.K.

Distinctive Brand Asset case study looking at the U.K. food delivery category.