Brand owners can connect their brand with 'distinctive assets' by featuring them time and again in their paid and owned media.

How the connections are formed is the same as how Pavlov’s dogs learned to associate the sound of a bell with feeding time. 'Neurons that fire together, wire together' as neuroscientists say.

When featured in communications, these assets immediately bring the brand to mind, making it easy for new associations to be created. They are also triggered whenever people think about or come across the brand, making it a more compelling choice (aka highly 'mentally available').