The Power of You - Distinctive Brand Assets

Distinctive Brand Assets, as defined by Ehrenberg-Bass, are ‘non-brand name elements that can trigger the brand into memory for category-buyers’. Much has been written about the importance of using Brand Assets to fuel brand growth, though little is known about which types are most effective in video creative and how advertisers can best use them to capture consumers’ attention.

The author(s)

  • Adam Sheridan Creative Excellence, UK
  • Laetitia Choiset Creative Excellence, Switzerland
  • Caroline Dubourgeat Creative Excellence, Switzerland
  • Martin Fenböck Client Service Organisation, Switzerland
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To fill this gap, Ipsos ran a meta-analysis on more than 2’000 video ads tested in our creative evaluation service and derived learnings on the value of leveraging brand assets like visual cues, sonic cues, celebrities or brand character as a booster of creative effectiveness.

Please learn more at our webinar "The Power of You! - why distinctive brand assets are a driving force of creative effectiveness":

Providing actionable guidelines to inspire you and your creative agencies to infuse the best of your brand in your creative, this webinar is a call to action to help your creative leverage the Power of You.

Our webinar is dedicated to these major topics:

  • Why distinctive brand assets are a driving force of creative effectiveness?
  • Which distinctive brand assets are the most effective?
  • How to best leverage brand assets over time?

The author(s)

  • Adam Sheridan Creative Excellence, UK
  • Laetitia Choiset Creative Excellence, Switzerland
  • Caroline Dubourgeat Creative Excellence, Switzerland
  • Martin Fenböck Client Service Organisation, Switzerland

Media & Brand Communication