- Distinctive brand assets are designed to anchor brands firmly in memory and trigger the faster, more emotional, System 1 decision-making part of the human brain.
- Brand assets today work with verbal, visual, auditory, and haptic cues, engaging our senses and driving attention – including when we’re not consciously attending to or even looking at brand communication.
- Fluent Devices capture and represent two or more aspects of a brand, making even stronger associations and representations of the brand’s assets in long-term memory.
- Distinctive brand assets don’t, as a rule, suffer from wearout. A function of classical conditioning, the most fundamental building...
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