Whenever you think of coffee. To then ensure that the shopper on the shelf immediately recognizes your brand by all kinds of brand assets, for example the unique cup.
Brand assets in a Nespresso ad
A perfect way to achieve this is through good old fashioned advertising. Take a look at this wonderful example of a recent commercial from them. In the first 6 seconds, the brain is overloaded with Brand Assets.
In these 4 specific scenes I count a total of 8 brand assets.
- The characteristic cup
- The ‘N’ of the Nespresso logo on the machine
- The unique metal coffee cups that Nespresso shows again and again
- The last drop of coffee in the cup
- The glasses Nespresso always uses for their coffee
- The specific shape of their coffee machine
- George Clooney, of course
- And last, but not least : the famous guitar tune
Coincidentally, this commercial differs tongue-in-cheek from ‘Nespresso, what else?’ with ‘Nespresso, what more?’ Otherwise we could have counted them well.
The category entry point in this case is of course making a VP Manufacturing Production Email Lists nice cup of coffee. The design of the coffee glass is also more reminiscent of a cup of coffee in a restaurant than one at home.
Brand assets in a Douwe Egberts advertisement
Contrast this with a recent commercial by Douwe Egberts. There you immediately see a completely different focus:
In this ad I count 4 brand assets:
- A coffee maker (with filter)
- A pack of coffee (ground)
- A coffee scoop
- A warm mug
Here too, the category entry point is making a nice cup of coffee, but with a slightly different focus: filter coffee. The rest of the commercial also focuses on this. The cup of coffee in particular is one that you may also have in your kitchen cupboard at home.
Let’s just say I think one commercial is better than another. I am concerned here purely with the difference in effect on the brain. Nespresso goes for a different cup of coffee than Douwe Egberts.
If you did an (implicit) association test, you would probably find this too. In such a test you measure the reaction speed in the brain. Because from neuropsychology we know: ‘ what wires together, fires together ‘. On the basis of the reaction speed you can attach an exact number to the strength of 2 concepts. In this case, for example, the concepts ‘Nespresso’ and ‘barista coffee’.
Many serious brands use these kinds of tests to measure their brand image. And in the case of Nespresso, I expect there to be a strong association with ‘barista coffee’. Thanks in part to George, of course.