​


Some 'Me Codes’ (aka Distinctive Brand Assets) can also serve as Need Codes - they link the brand in people’s minds to a motivation or reason to buy. Slogans can be powerful in this role. However, when a Me Code carries specific meaning (as in the examples below), it can become less effective if the brand expands into new areas where that meaning is no longer relevant. Therefore, brands should select their Me Codes carefully and invest most heavily in those that are either meaning-free or express a meaning that will remain relevant to the brand in the long term. For instance, as long as BMW continues to make cars, the slogan 'The Ultimate Driving Machine’ will remain a highly valuable brand asset.