Internal desk research and workshopping asset review process identified all possible current and past assets of the brand. These were then quantified in a robust online survey among the market, using the Ehrenberg Bass framework of fame and uniqueness qualification, in order to uncover those assets that should be retained and promoted.


This study identified the brands key distinctive assets, (colour, logo, strapline, music, character) to use in all communication in order to ensure distinctiveness across comms that will drive mental availability.