If you don’t want your business book to be a success, just follow these five simple steps.
The Distinctive Brand Assets Fallacy
‘Distinctive Brand Asset’ is a grandiose label for colours, phrases, characters, sounds, shapes, images and graphic devices that perform well in a very specific test of memory. ‘Individually Memorable Brand Asset’ would be a more honest term, but who would want to invest millions in building an asset purely because it performs well in a memory test?