How to Unlock the Power of Distinctive Brand Assets with Artificial Intelligence
In the competitive world of marketing, standing out and efficiently activating your brand is a necessity. Distinctive brand assets are the secret sauce to achieving this, offering a unique identifier that sets a brand apart from its competitors. Their importance cannot be overstated, as they play a critical role in ensuring a brand remains mentally available in a crowded marketplace.
But let us start from the top: what are distinctive brand assets and why are they so important?
Distinctive brand assets are a combination of visual, auditory, and verbal elements that are uniquely associated with a brand. These can include logos, colours, fonts, slogans, jingles, and even packaging design. They act as a shorthand for the brand, helping consumers to recognise and recall it more easily. They are crucial for standing out in a crowded market by building brand recognition, enhancing recall, and fostering loyalty. These assets cut through the noise of marketing messages, making brands more memorable at the point of purchase and deepening emotional connections with consumers.
However, managing these assets across the increasing number of assets and channels poses a significant challenge. This is where Artificial Intelligence (AI) steps in, offering an efficient solution to managing distinctive brand assets at scale.
AI: A Game-Changer in Managing Distinctive Brand Assets
Ensuring consistency and optimal deployment of distinctive brand assets is a mammoth task. AI offers a solution by automating the analysis of these assets across assets and channels, ensuring they are used and used effectively to activate the brand.
AI can detect the distinctive brand assets within the creative asset and predict the potential to cut through and activate the brand. This can be done in real-time, which enables the brand to ensure the effective usage of distinctive brand assets pre-flight – before (!) the money is spent.
Known for its iconic blue colour and globe logo, PepsiCo has utilised AI to manage and consistently use its distinctive assets across various digital platforms and marketing materials worldwide. AI helps analyse its assets' effectiveness in real-time, allowing PepsiCo to adjust its strategies to maximise brand recognition and recall.
AI technology offers brand managers solutions to analyse, optimise, and deploy brand assets across all creative outputs. By leveraging AI, brands can ensure their distinctive brand assets are present, consistent, and compellingly utilised across touchpoints, including in-store material, packaging, above-the-line and below-the-line, analogue and digital. Moreover, AI's capacity for large-scale data analysis provides the opportunity to systematically manage and control the effective usage of distinctive brand assets at scale.
In summary, distinctive brand assets are crucial to a brand's success, making it easily recognisable in a crowded market. The introduction of AI into the management of these assets has transformed their handling, providing a more systematic and efficient method to ensure their consistent use across all marketing materials. For brand managers aiming to enhance their brand's performance, utilising AI to manage and optimise these distinctive assets is essential for a strategic advantage.
