- [Instructor] As digital marketers, it's easy to forget
how advertising has worked for centuries,
by making sure customers remember your product
when it's time to buy.
If marketing is about memory,
shouldn't your social media campaigns
make your brand easy to remember?
It's important that you use distinctive assets:
a color, phrase, jingle, or any other memorable feature,
and make sure it remains consistent over time
to build and reinforce memory structures.
That way, when your consumer is walking
through a busy supermarket aisle,
they'll actually be able to spot your product
amongst the sea of other competitors.
Or they'll remember to search for it when it's time to buy,
or one of their friends asks them for a recommendation,
your brand will come up first.
To show how this works,
can you recognize any of these logos?
I bet that you can, because even though they're simplified
down to just a few blobs and colors,
these brands have been remarkably consistent over decades,
and their memory structures are burned into your brain.
Distinctive brand assets
don't have to be just about colors, though.
It could be a logo, a mascot.
It could even be the shape of the product
or a phrase that they repeat often in their advertising.
How do you identify what distinctive assets to invest in?
They need to be good on two different vectors.
One is fame and the second is uniqueness.
So fame is the percentage of customers
who would link the brand to that element.
It's kind of word association.
If you are a airline that's red,
then you could actually be linked to it.
There could be multiple airlines that are red.
So it's not actually that useful
to be using red as your distinctive asset.
What you need is something that's famous but also unique.
So for example, if you're the only orange airline,
then you could use orange as your distinctive asset.
One common trick for doing this on social media
is to photo-edit everything you post,
so that they use the same color palette
that matches your visual identity,
so that every photo, even subconsciously,
looks like it came from your brand,
and it's easily recognizable in the feed.
Advertising is primarily about memories,
so keep your brand easy to remember,
and you'll be reinforcing your place in their brain,
ready for the next time they buy.