THE SECRET BEHIND INSANELY MEMORABLE BRANDS

Summary from the TLDR Marketing newsletter

Distinctive and memorable brand assets help a company stand out among an increasingly distracting world. Aim for 4-5 brand assets, which could include a color, shapes, storytelling, characters, taglines, font, or audio. Start by creating 1-2 assets first to build strong anchors before expanding to more. Avoid assets that are already connected to the competition or have strong non-brand meanings such as Coke's green can flop. Low-meaning assets, like Geico's gecko mascot, can be extremely memorable and effective. Anchor distinctive assets with the more memorable brand asset, such as your logo. Fight the urge to change your distinctive assets over time, which can harm your brand recognition as well as your bottom line.