Marketing “commandments”: Four tips for making the most of brand assets

Making the most of brand assets such as taglines, logos and colors rests on marketers taking heed of four essential instructions.

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...

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