The new WARC guide: how brands design for both the real and digital worlds
Analysis
Unlearn what you know about brands in a world controlled by the algorithm
Today, we live in two universes at once. One is the real world we’re in right now. The other is the world we see on the screens we’re glued to in our every moment - portals to other places, spaces and times, catering to our every whim, desire and need. So brands have to compete with each other in different layers of reality. Through the lens of venture-backed scale-ups, we analyse the evolving ways brands can fight for attention and build value. We bend the traditional concept of distinctive brand assets into three future-proofed lessons on creating and scaling brand love.
The new WARC guide to brand assets: out now
In the new WARC Guide to brand assets in a hybrid world, we focus on the effect of branding elements in the modern business landscape, how best to leverage brand assets across digital channels, and why sound is one of the most powerful ways to leverage brand messaging - here's what you need to know.
Why it matters
Strong brand assets allow creative and media to work harder, which is vital at a time when tight budgets have driven marketing efficiency top of mind.
Key takeaways
- Brand assets are designed to anchor brands in memory and use verbal, visual, auditory, and haptic cues triggering the faster, more emotional decision-making part of the human brain.
- Consider how individual visual assets such as colours or fonts work in combination and across the customer journey.
- There is a greater focus on the nature of human attention in digital media, and understanding how brand assets work across platforms and channels will be increasingly important.
- Audio assets, and sonic cues, in particular, are extremely powerful for branded attention.
- Brand assets are a valuable tool for service brands where there may be no physical product.
The WARC Guide to brands assets in a hybrid world presents the latest research and evidence to leverage these brand elements most effectively. The full report is available to WARC subscribers and an upcoming podcast will also highlight key findings.
