The Distinctive Brand Assets Grid sorts brand elements into four quadrants: ignore or test, avoid solo use, investment potential, and use or lose.

PrincipleBrand & Creativity

The Distinctive Brand Assets Grid sorts brand elements into four quadrants: ignore or test, avoid solo use, investment potential, and use or lose.

The four quadrants of the Distinctive Brand Assets Grid: 'Ignore or test' (low fame, low uniqueness), 'Avoid solo use' (high fame, low uniqueness - it evokes competitors, so it needs the brand name alongside), 'Investment potential' (low fame, high uniqueness - needs wider and more consistent use), and 'Use or lose' (high on both - can supplement or replace the name in advertising, but decays if neglected).

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, Ehrenberg-Bass Institute

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