Brand assets – from logos and taglines to mascots and sonic signatures – represent the true fundamentals of the marketing playbook.
Although the goal for every CMO is to create a portfolio of sights and sounds that embody a product in unique ways through different media and retail channels, these efforts often are based around strategic vice rather than professional virtue.
So reports Jenni Romaniuk – a professor and associate director (international) of the Ehrenberg-Bass Institute at the University of South Australia Business School, and author of the...