The fastest path to fame

The fastest path to fame: Why meaningful distinctive brand assets work harder, faster, and more effectively.

In a world flooded with brands screaming for attention, distinctiveness alone is no longer enough. If you want to be remembered, recognised, and chosen, you need more than weirdness. You need meaning.

Distinctive Brand Assets (DBAs) – the logos, characters, colours, sounds and symbols you know and love – are now foundational to modern marketing. High-performing brands don’t just rely on campaigns and claims, they rely on assets that are unique. Think ownable symbols that no one else can replicate.

DBAs are famous. Instantly recognised and mentally available, not to mention memorable. They’re top of mind in the moments that matter.

But here’s the friction: most marketers have doubled down on unique and have taken this to mean “abstract is better.”

Ehrenberg-Bass and others argue that symbols without meaning are more flexible, longer-lasting, and less prone to confusion. But if you’re not a category leader with a billion-dollar budget, abstract alone just won’t cut it.

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Read the full article on AdNews.

Charlie Rose is Strategy Director at Principals.

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