Creating and measuring distinctive brand assets with David Taylor

Summary

1. 📈 David Taylor discusses distinctive brand assets: their importance in branding and the gap between understanding their value and effectively managing them.

2. 🌎 Taylor's experience: Over 22 years with The Brand Gym, helping brands from banking to biscuits grow, and running the Brand Gym Academy for training.

3. 📊 Research insights: Despite unanimous agreement on the importance of brand assets, only 15% are truly distinctive, revealing an 'implementation gap.'

4. 🛠️ Challenges in brand asset management: Subjectivity in decisions, an obsession with novelty, and difficulties in amplifying assets across channels.

5. 🚀 Strategies for success: Importance of cross-agency collaboration, brand archaeology, and leveraging underutilized assets like sonic branding and mascots for brand growth.

Important links

• The paper we discussed

• David on LinkedIn

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