4.1
Distinctive Brand Assets
Colours, characters, sounds and shapes: the non-name elements that trigger the brand in memory, scored on fame and uniqueness.
Jenni Romaniuk (2018), on Sharp's How Brands Grow (2010)
What it does
The colours, sounds, characters and shapes that tag the brand, scored on a grid of fame (how many recognise it) and uniqueness (how many attribute it only to you). Because it is measured, it can be managed.
When it breaks
A new brand has no assets to score: investment first, measurement much later. And changing an asset resets everything accumulated in it.
Case
Mastercard dropped its wordmark on 7 January 2019 and let the interlocking circles stand alone. That is the direct test of whether an asset carries fame and uniqueness by itself. The decision rested on research showing over 80% of consumers recognised the symbol without the name.
Mastercard · dropping its name from the mark ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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