Can celebrities or influencers become distinctive brand assets? | WARC | The Feed
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Can celebrities or influencers become distinctive brand assets?
When used appropriately, influencers can play an important role for brands in improving levels of distinctiveness, helping the brand stand out, and ultimately increasing advertising effectiveness.
Why it matters
Distinctive brand assets help improve the effectiveness of communications by increasing the chances a consumer will recognise your advert, recall it and consign it to memory. Often, influencers are used as brand assets themselves, or indeed as a vehicle for embedding them. But it is important to be clear on the role of influencers when it comes to improving levels of distinctiveness.
Takeaways
- Influencers or celebrities can play an important role...
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