The Distinctive Brand Assets Grid plots every brand element by fame and uniqueness, and crossing 50% on either axis is enough to be reliably linked to - or to dominate recall of - the brand.

PrincipleBrand & Creativity

Jenni Romaniuk's Distinctive Brand Assets Grid plots every brand element on two axes: fame (% of category buyers who link the brand to the element) and uniqueness (% of all links to the element). Above 50% fame, buyers are more likely than not to be reminded of the brand. Above 50% uniqueness, it is the dominant brand recalled.

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. 11; Jenni Romaniuk, 'Building Distinctive Brand Assets', 2018, in 'The Power of You', Ipsos 2021

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