Ehrenberg-Bass News

This is the seventh article in our series, Moving the Masses, about managing the flow of crowds of individuals, be they drivers or pedestrians, shoppers or commuters, birds or ants.

Brands relying on the quality of their content to get noticed may be neglecting the significant marketing opportunities offered by having a set of distinctive assets, according to Jenni Romaniuk.

America seems more divided than ever. As a brand marketer, I have to ask myself: Will we ever come together? And can brands help? The answer in both cases is a qualified yes. Brands are increasingly entering the debate whether they want to or not. This presents challenges for brand marketers, but also opportunities for the country, because brands that want to be successful have little choice but to serve as unifying forces.

Distinctive Assets are created by the brand’s marketing activities, and when done well—like M&M’s, Fructis and Weet-Bix—they can activate a rich vein of thoughts. Yet there are also risks. The appeal of Distinctive Assets can lead marketers to make poor choices about assets for their brand, particularly when they’re considering (or have been told) it’s time for a change.

While most modern marketers prefer to gaze into the future, Shane O’Leary reminds us that looking back in time is just as - if not more - important.