Secret to Becoming Unforgettable

🚀 Learn from the most memorable brands and become one yourself.

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In this newsletter, you’ll find:

🌟 The Secret Behind Insanely Memorable Brands

🔗 Instagram’s New Algorithm Prioritizes ‘Sends’ for Content Ranking

🌟 2024 Loyalty Insights: How Brands Can Thrive

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BRANDS

🌟 The Secret Behind Insanely Memorable Brands
^{Insights from Sarah Heart}

Distinctive brand assets are crucial for embedding your brand into the minds of consumers. But how do brands like Nike, Red Bull, and Coca-Cola achieve this? Here’s what you need to know from the science behind branding.

What Are Distinctive Brand Assets?

Distinctive brand assets are sensory elements that uniquely connect back to your brand. These can include:

• Visual Elements: Logos, illustrations, shapes
  

• Auditory Elements: Jingles, brand-specific sounds
  

• Tactile Elements: Unique packaging or product texture
  

• Olfactory Elements: Signature scents associated with the brand

These assets serve as mental retrieval cues in environments saturated with sensory information. In essence, they help your brand stand out and be remembered amidst the sensory overload.

How to Choose Your Distinctive Brand Assets

1. Aim for a Balanced Number of Assets

Having too few assets can be risky, while too many can dilute the brand’s impact. Aim for 4-5 distinctive assets.

2. Avoid Common or Competitive Assets

Choose assets that are unique to your brand and not easily confused with competitors. For example, Coca-Cola’s bottle shape is instantly recognizable and unique to them.

3. Be Consistent

Maintain consistency in your brand assets over time. This doesn’t mean they can’t evolve, but changes should be gradual to avoid confusing your audience. For instance, Tropicana’s sales dropped by 20% in two months after a major packaging redesign that abandoned their distinctive assets.

Why It Works