The “seven costly sins” when crafting and deploying brand assets

Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.

Brand assets – from logos and taglines to mascots and sonic signatures – represent the true fundamentals of the marketing playbook.

Although the goal for every CMO is to create a portfolio of sights and sounds that embody a product in unique ways through different media and retail channels, these efforts often are based around strategic vice rather than professional virtue.

Jenni Romaniuk, Professor and Associate Director, University of South Australia Business School

So reports Jenni Romaniuk – a professor and associate director (international) of the Ehrenberg-Bass Institute at the University of South Australia Business School, and author of the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands