Distinctive Brand Asset Study

A tool to measure how strongly consumers identify your brand assets and link them to your brand.

Distinctive Assets are the Building Blocks of Branding

Modern marketing science has shown that successful brands are distinctive brands. In order to be a distinctive brand, you must identify the strengths and weaknesses of your brand’s distinctive assets (e.g. packaging, logo, color, character).

Our Data-Driven Approach

We created the Distinctiveness Matrix – a grid that analyzes a brand asset’s awareness (how many people recognize the asset), attribution (how many people link an asset to your brand), attention (how well the asset grabs people’s attention) and affinity (how many people feel a visceral connection to a brand asset) – to provide actionable solutions for a brand to become more distinctive.

What it Could do for Your Brand

Understanding your distinctive brand assets allows you to strategically plan which ones to grow, drop, or evolve.

  1. Evaluate your current and potential brand assets
  2. Compare them to the assets your competitors use
  3. How your consumer recognizes and associates each of them allows you to set a short- and long-term plan for how to leverage your distinctive brand assets

Where it’s Worked Before

Pizza Hut Rebrand

In a crowded category, Pizza Hut was missing its distinctiveness. We tested dozens of its brand assets – from the pan pizza to the red roof – along with assets from its key competitors to find that sweet spot between ownability and affinity. The red roof had one of the highest cultural relevance scores, and thus became the redeeming brand asset.