Principals’ Charlie Rose helps marketers to make tough calls that will ultimately build a stronger brand.

The brand code and distinctive brand asset conversation has come a long way in recent years and the power of brand codes in driving brand attribution, salience and growth is now foundational to Australian marketing practice.

Many marketers have run quantitative research measuring brand assets on fame and uniqueness and it’s clear brand codes are essential, driving higher performing creative.

But what’s the most effective way of managing them in today’s demanding and fragmented communications environment? How many brand codes do you need and can you have too many?


Charlie Rose is Strategy Director for Principals Melbourne.

Read the full article on Mi3

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