2024's Branding Showdown: Who Nailed Distinctive Assets and Who Dropped the Ball?

The start of a new year always brings time for reflection. However, brand leaders should be asking: "Did we push our brand to be distinctive enough in 2024?"
As branding experts, we constantly evaluate the effectiveness of our campaigns, and while there were some great examples of distinction last year, there were also missed opportunities. A brand marketer's role is to promote the brand, not just the category.

Unanimous Branding

Distinctive Brand Assets (DBAs) are essential for driving brand recognition, engagement, and recall in ads. They trigger recognition without needing the brand name or logo. For instance, think of the lime wedge in a bottle of beer—instantly recognizable.
Brand leaders who neglect their DBAs are missing a significant opportunity. If creativity is the system used to create an outstanding campaign, then the DBA is the hardware.

Distinct Winners

This year, KitKat reminded us why its "Have a Break" tagline and the break of the bar is timeless, proving that it can adapt to modern contexts. Magnum effectively leveraged nostalgia with a "fake" vintage ad, celebrating its role as the original ice cream.
Cheetos dazzled with the 'Hand Genius' campaign, reframing the experience of indulgent snacking through the residue left on fingers.
McDonald's and Tesco creatively showcased their brand assets without needing to mention the brand itself, while Kellogg's smartly brought back Cornelius the Cockerel, reinforcing its identity in the breakfast category.

Brand Breakdown

However, not all brands succeeded in utilizing their distinctive assets. KFC took a radical step by not featuring its founder, while Twix missed the mark by not highlighting its iconic "two-bar uniqueness". Tropicana also stumbled by reverting to a design that stripped away its distinctiveness.

Don't Go Changin'

Leading a brand isn't easy. For 2025, I recommend three resolutions: define your DBAs, use them consistently with disruptive creativity, and ensure they're protected. The best campaigns embrace a brand's limitations and utilize its distinctiveness effectively.