An initial trawl through the archives to find the assets the brand held either currently or in the past. The list was narrowed down to 10 key assets and an online quantitative survey was conducted to measure and compare, testing them against assets from other brands for benchmarking and target setting. We designed a bespoke algorithm to evaluate performance of DBAs using Ehrenberg Bass theory. This unique one number score provided simple comparison between assets and allows for easy tracking over time.


Some of the brands assets were refined and others reinstated. By using them consistently in comms and content the brands assets have grown in distinctiveness over time and the brand has built recognition through their DBAs.