Mumbrella360: Brand codes are essential to effective marketing

Principals’ creative director Martin Hopkins and strategy director Charlie Rose stress the importance of relevant and refreshing brand codes and their cruciality to effective marketing.

Running a Masterclass at the Mumbrella360 conference, the pair said that brand codes are the most famous and distinctive assets a brand has.

Hopkins and Rose at yesterday’s Masterclass

“Even without your name and your logo, they are the things that trigger your brand in peoples’ minds,” he said.

But while they must remain consistent to imprint consumers effectively, brand codes should also be constantly refreshed to stay relevant and effective, according to Hopkins and Rose.

“Just because it’s famous, doesn’t mean you should always stick with it,” said Rose.

“These brand codes are a part of your toolkit as a marketing team, and they’re really important in terms of improving your media spend effectiveness and driving ROI,” he continued.

“They are a key brand of your brand health metrics going up in terms of brand awareness, brand attribution, etc.”

Hopkins said a brand’s creative should always work within the brand identity framework, and stories should be told through the codes.

“It’s crucial that our brand codes are streamline and activated within every piece of comms,” he concluded.


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