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Brand Research That Provokes Action
Distinctive Brand Asset measurement has become cornerstone research for ambitious Marketing and Insight teams, helping validate some opinions and disprove others. DBA research provides an action plan so rich that it aligns internal discussions, improves marketing efficiency and therein unlocks brand growth.
Robust methodology
Seamless process
Actionable recommendations
Robust methodology
Seamless process
Actionable recommendations
Our Clients
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 research 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, informing 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
Resources & Blog
The DNA Of Distinctive Brands – DBA Guide
Inspire your team and brand, by understanding how to achieve greater levels of distinctiveness with our guide to DBAs. …
Beyond Borders: Hawaiian Airlines Soars With Most Distinctive Branding
New study ranks the distinctiveness of Airline branding among U.S. travellers …
Earning The Right To Go Wide With Distinctive Assets
Creatively playing with and stretching your distinctive assets is key to embedding them, but how far can this be pushed? …
