Distinctive brand assets (DBAs) play a crucial role in penetrating consumers’ awareness and helping brands to build mental availability. By using DBAs to embed the brand in consumers’ System 1 thinking, advertisers can increase engagement with their advertising and other brand communications, gain the interest of those who are not fans of the brand, and build greater distinction and success in the market.
In this session, General Mills will share insights gained from their research on the impact of these assets on multiple performance metrics. General Mills and Communicus have studied every aspect of the use of distinctive memory cues – from positioning and prominence to consistency and which types of DBAs deliver the most positive results.
Get an inside look at how this global CPG company has boosted breakthrough branding, brand fit, and overall advertising effectiveness through the robust application of distinctive brand assets.
- How General Mills has quantified and demonstrated the value of distinctive brand assets (DBAs) in building advertising success
- The insights and actions that have emerged from the study of the specific impact of various types of DBAs on crucial advertising performance metrics, including which are most powerful and most vital to advertising success
- Practical guidance on the process of developing and implementing DBAs in advertising – from creation to nurturing and quantifying the success DBAs bring to brands in-market