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Understanding the intangible: identifying brand assets.

Case Studies

16th November 2023

Walnut Unlimited

Understanding the intangible: identifying brand assets.

We know that the brand in the brain is a complex network of associations, built on emotion and memory and among these none are more important than the assets of the brand. From colours, shapes, sounds and words, these are the shortcuts to decision making and holders of emotional capital. 

Our client knew that to unlock distinctness in their category a new approach was needed. Using a combination of semiotics and reaction time testing we uncovered a mixture of visual, audio and language brand assets to help our client leverage distinctiveness in a highly commoditised category. 

By looking at the combination of the rational and emotional we were able to identify powerful assets to use for future brand communications that only implicit testing could uncover

We found working with Walnut very engaging.

From the start they were closely involved in understanding our needs and optimising their approach. The outputs form the research were easy to understand and the depth of analysis was impressive.

Head of Customer Insight

Written by Walnut Unlimited Email Walnut Unlimited

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