Do B2B brands need brand codes?

Everyone’s talking about brand codes. But very little is being said about B2B brands. Martin Hopkins and Moensie Rossier ask why.

From McDonald’s golden arches to the iconic Nike Swoosh, there’s been a lot of talk about brand codes, the assets that help your brand become more famous and unique.

Mark Ritson says we should use them and then use them more until we’re vomiting. Yet last year, a JKR and Ipsos report claimed 85 per cent of brand assets are not “truly distinctive”, aka, practically worthless.

One thing everyone agrees on is that distinctive brand codes help make your brand more recognisable, memorable, valuable and successful.

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Read the full article on AdNews.

Martin Hopkins is Creative Director at Principals

Moensie Rossier is Strategy Director & Principal at Principals 

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