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Distinctive brand assets are any images, shapes, colours, sounds, words, phrases or characters that come to mind when people think about or come across the brand (and don't come to mind in association with competitor brands).

This short video explains the concept in more detail and how these assets benefit brands.

To hear about lots of great examples, check out this LinkedIn thread.

This (UK-centric) audio-branding quiz is designed to illustrate how sounds and music can connect a brand with long-lasting memories and strong feelings. See also this excellent video by Mark Ritson.