Brand assets have to be learned through consistent messaging, which is why they wear out far less often than advertising creative does.

PrincipleBrand & Creativity

Brand assets have to be learned through consistent messaging, which is why they wear out far less often than advertising creative does.

Brand assets are not inherent, they have to be learned through consistent messaging. That is why advertising wearout is common but brand-asset wearout is comparatively rare, which makes assets an unusually efficient long-term investment.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 7; Byron Sharp, How Brands Grow, cited in The WARC Guide to brand assets in a hybrid world

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