How Brand Assets Grow

Distinctive Brand Assets (DBAs) are the driving force behind a brand’s recognizability. They play a crucial role in building mental availability: the extent to which shoppers think of your brand, notice it, and choose it in buying situations. This effect of DBAs on brand growth is extensively described in Byron Sharp’s How Brands Grow books.

But what should you do to embed assets like your logo, pack design, colors, slogan, and sonic logo as quickly as possible in the customer’s mind as both familiar and unique? What are the practical do’s and don’ts for deploying your brand assets across key touchpoints such as advertising, packaging, and-last but not least-the product itself? In this webinar, we share the latest insights on what drives the growth of brand assets. 

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