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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?

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

ASSET PRIORITISATION

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

WATCHOUTS & THREATS

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

WORK IN PROGRESS ASSETS

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

BENCHMARKING & ONGOING TRACKING

Allows you benchmark against competitors and track performance over time