Brand custodians can call upon various assets – from pithy slogans to catchy jingles and eye-grabbing color schemes – to bring a product to the front of a shopper’s mind.
Achieving this goal, however, ultimately rests on creating a slate of distinctive resources that can prompt a targeted consumer to immediately think of a brand, be it in an advertisement, via an in-store activation, or when tapping into a sponsorship program.
In guiding marketers in pursuit of this aim, Jenni Romaniuk – a professor and associate director (international) of the Ehrenberg-Bass Institute at the University of South Australia Business...