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.

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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.