Best practices for brand assets: Making and breaking the Distinctive Assets Grid

Nick Liddell

Strategist Nick Liddell unpicks some of the common assumptions around brand assets and provides practical advice for make the most of them.

Brand assets in a hybrid world

This article is part of a series of articles from the WARC Guide to brand assets in a hybrid world. Read more

When I started working in branding back in 1999, I was told in no uncertain terms that great brand execution means adhering to three golden rules:

  • Alignment: everybody in an organisation should speak with a single voice, share in the organisations values and behave as prescribed by the corporate style guide.
  • Consistency: every interaction someone has with a brand should be consistent with the last.
  • Repetition:key brand elements...

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