distinctive asset grid
Paste what people said when they saw your asset with the brand removed. See whether it is famous, whether it is yours, and what to do next.
respondents is how many category buyers saw the asset with the brand removed. brand is how many named your brand. Each rival column is how many named that rival. Add a prompted column (yes or no) if you showed people a list of brands. Run the test with Cover the Logo.
Settings
These are defaults of convention, not published standards. With a 50% fame line, "famous but shared" cannot exist, which is why the default is 30%.
The grid
Right of the vertical line is famous. Above the horizontal line is yours alone. The thin bars are the 95% ranges. The lime dot is your strongest asset.
Every asset
| Asset | Seen by | Fame | Uniqueness | Score | Band | Box | Sure of the box | Credit goes to |
|---|
How many people do you need to ask?
How it works
The measures
The geometric mean is deliberate: an asset that is famous but shared, or unique but unknown, scores low. Fame and uniqueness have Wilson 95% ranges. The score range and the "sure of the box" figure come from 4,000 seeded draws from a Dirichlet posterior over three outcomes: linked to you, linked to a rival, linked to nobody.
Bands: 70 and above is ownable, 45 to 69 building, 20 to 44 weak, below 20 not an asset. These cut-offs are conventions.
The four boxes
Use or lose: famous and yours. Protect it and put it in every high-reach touchpoint. Invest: yours alone but not famous yet, so it needs reach and repetition. Avoid solo use: famous but shared with rivals, so on its own it advertises the category. Test or ignore: neither. Rework it or spend the effort elsewhere.
Same method as the assetscan app
This is a browser version of the assetscan scoring. The fame, uniqueness, score, box and Wilson ranges match it exactly. The score range and box probabilities are Monte Carlo draws, so they can differ from the Python app's by about a point. assetscan also handles segments and an execution audit.
Read this before you trust the grid
It scores the data you collect. It does not run the survey. Use unbranded stimuli, category buyers and unprompted recall.
Prompted tests inflate fame. Showing a brand list can raise it by up to about 20 points in Romaniuk's work. Treat prompted fame as a ceiling.
The lines and bands are conventions. Change them in Settings and see how much the boxes move.
The score is a ranking aid. It has not been tested against sales.