WARC
Brands relying on the quality of their content to get noticed may be neglecting the significant marketing opportunities offered by having a set of distinctive assets, according to Jenni Romaniuk.
Writing in the current issue of Admap, the associate director of the Ehrenberg-Bass Institute for Marketing Science likens the strategy of getting attention first then branding second to using darts to tackle a swarm of wasps: “you might hit a few, but you will miss the majority.”
Further, “The more attention-grabbing the creative, the harder the branding has to work to succeed,” she notes.
One way of creating branding that cuts through the environmental distractions external to the advertisement, including mental clutter, is to deploy “distinctive assets”.
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