Understanding how, why and when brand assets are important

Stephen Whiteside

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

In recent years, Geico has used not just its gecko mascot but a variety of other creatures, characters and celebrities – from a talking pig and modern-day cavemen to musicians Kenny Rogers and Little Richard – in bombarding consumers with ads that support a wide mix of offerings and services.

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

But does that incessant drumbeat of messages run the risk of diluting the impact of these hugely diverse personifications of its brand when they are considered in isolation?

Jenni Romaniuk – professor and associate director (international) of the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

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

You’re in good company

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

* Top 10 brands