Meet Test Your Brand Distinctive Asset Test
Providing Brand owners with the toolkit for driving fluency and long term brand performance
Why Test Distinctive Assets?
At System 1 we have shown how brand performance can not only be measured by Fame, Feeling and Fluency but also how it predicts future changes in market share within a category. When it comes to Fluency, we know that the more easily your brand is recognised the easier it is to choose and charge a premium for, but how can brands drive fluency? – one of the answers is through their distinctive assets.
A distinctive brand asset is any piece of content, written, verbal or other sensorial, that cues the correct brand, whilst having little association with competing brands in the same category.
When differentiated and consistently applied, distinctive assets provide the toolkit to build fluency for brands;
- Maximising the effectiveness of creative campaigns
- Maximising the pack impact on shelf and in-use
- Driving long-term brand performance and growth
Looking at the impact of the use of characters in TV advertising for example via the IPA databank, we could see that those campaigns deploying such a distinctive asset outperformed other campaigns on multiple business effects.
To understand whether your brands assets are distinctive or not, we have developed our own proprietary method for auditing them – the Distinctive Asset Test. This allows brand owners to understand how they can better utilize their distinctive brand assets to strengthen the brand’s fluency and accelerate growth by answering:
- What distinctive brand assets does your brand currently have?
- What assets does it need to develop further or create new?
- Which assets are not ownable within the category?
This is achieved by measuring, under time pressure, both the level of correct attribution for each asset and the speed in which it is attributed to the correct brand.
If you would like to talk to one of our team about performing your own Distinctive Asset Test please click here.