On Thursday 11 November 2021 at 16: 00, colleague Bart Massa will speak at the next SMART Talk 'Work on your Brand' at the Philips Stadium in Eindhoven. During this SMART Talk, you will hear more about Distinctive Brand Assets: in research and in practice.

99.9% of the time, consumers are not engaged with the brand. Distinctive Brand Assets (DBAs) or distinctive brand resources help this, but how can they be used? Bart tells you more about how you as a brand get that spot in the consumer's mind and how they use it in research.

But how do you use Distinctive Brand Assets (DBAs) in practice? PSV Eindhoven made a number of conscious choices in the field of DBAs. Research helped PSV to understand which anchor points are attached to the PSV brand for the PSV supporter and who the biggest icons and symbols of the club are. As a result, the choice was made to reposition the brand identity. Eli Lejeune of PSV takes you through this process and the role of Distinctive Brand Assets in it all.

More information can be found on the website of SMART.