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How distinctive is your brand?
Distinctive BAT provides a cost effective solution to research, measure and track your Distinctive Brand Assets.
Why are Distinctive Brand Assets important?
Stand Up In Comms
Having a distinctive brand can significantly improve ad recall, memorability and ultimately improve marketing ROI
Stand Together
Connects disparate marketing activities consciously and subconsciously helping create truly integrated marketing
Stand Out Physically
With 30,000+ items in an average supermarket,
standing out has never been more important on-shelf or online
standing out has never been more important on-shelf or online
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.
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
WATCHOUTS & THREATS
Understand your watchout assets including which are signalling your competitors and being misattributed
WORK IN PROGRESS ASSETS
Understand which assets may need more work, adaption and/or creative application
BENCHMARKING & ONGOING TRACKING
Allows you benchmark against competitors and track performance over time
