Different researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.

WarningBrand & Creativity

Different researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.

Competing vocabularies have muddied brand-asset best practice: Ehrenberg-Bass says 'Distinctive Brand Assets', System1 says 'Fluent Devices', others say brand codes or iconic triggers. Some argue it is all a rebranding of decades-old identity and recognition principles.

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. 17; The WARC Guide to brand assets in a hybrid world

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