Service brands lack a physical product to build recognition around, so Ehrenberg-Bass lists six tactics to build brand assets instead, from tangible cues to consistent touchpoints.

PrincipleBrand & Creativity

Service brands lack a physical product to build recognition around, so Ehrenberg-Bass lists six tactics to build brand assets instead, from tangible cues to consistent touchpoints.

Service brands have a weakened toolkit because there is no physical product buyers can see, hold or trip over. Six counters: make the intangible tangible, use touchpoints where service brands have an advantage (emails and letters as branding occasions), use wide-reaching media to build assets among non-buyers, refresh memories among existing buyers, get creative with shopping assets, and make consistency your mantra because every inconsistent moment is a wasted chance to build.

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. 24-25; Jenni Romaniuk and Brooke Klement, Ehrenberg-Bass Institute

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