Brand assets – from logos and taglines to mascots and sonic signatures – represent the true fundamentals of the marketing playbook.

Although the goal for every CMO is to create a portfolio of sights and sounds that embody a product in unique ways through different media and retail channels, these efforts often are based around strategic vice rather than professional virtue.


Jenni Romaniuk, Professor and Associate Director, University of South Australia Business School

So reports Jenni Romaniuk – a professor and associate director (international) of the Ehrenberg-Bass Institute at the University of South Australia Business School, and author of the book Building Distinctive Brand Assets (Oxford University Press, 2018) – whose new research has identified seven “costly sins” that hamper attempts to craft brand assets with genuine staying power.