S3 E69: The Ontology of Brand (Pt 3): Building Distinctive Assets and Smashing Your Brand

In Part 3 of this series, the rubber hits the road.

After breaking down brand diagnostics and strategy in the previous two episodes, this episode moves into what gets built: brand assets, how to prioritise them, and how they compound (or don’t) over time.

Brand Strategist Jack Ferguson is your host.

He discusses:

• Which brand asset is the most important, and why
• What Asset Hierarchy is and how to think about it
• The trade-offs between ease of consumption and distinctiveness
• When a name change is strategically justified, and when it’s not
• What separates a strong brand name from a weak one 
• How to think about building vs identifying distinctiveness
• How to maintain equity during brand refreshes
• What it means to “smash your brand”

Helpful Links:

Find Jack:

- On LinkedIn

- At His Personal Website

Follow The Push:

- On LinkedIn

- On Instagram

- On YouTube Music

- On TikTok

- At The Push Website