Building and employing distinctive brand assets

Outlines each brand asset type and when they should be used to be most effective, as well as explaining how to build a distinctive asset palette.

To brand or not to brand, is that the question? Hopefully not. If you are questioning whether you should brand your advertising, then perhaps a career in marketing is not for you. A more useful question to ask is not if, but how to brand. How can you increase the odds to make the brand an unmissable part of any piece of marketing communications?

Branding can be via the brand name, which can be spoken or shown. Every brand has this branding option, even though it appears branding is often treated like chilli powder – something to be sprinkled sparingly...

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WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands