A common failing of communications content is people being unable to remember the brand or, worse still, attributing it to a competitor. Careful thought should be given to making it easy for people to register the brand. Not every detail will be remembered from an ad, but the brand should never be left on the mental cutting-room floor.

The image shows some ways to ensure a clear role for the brand.

Watch this video clip to learn more about the concept.
 
Check out 'The Smart Marketing Book' for further details.