Join Marc Binkley and Paul Dervan as they explore the National Lottery's brand strategy to build and grow their business through the use of distinctive brand assets.

Paul's Bio

Paul is currently the CMO of the National Lottery in Ireland and author of the business book Run with Foxes: Make Better Marketing Decisions. He was formerly the Head of Marketing Effectiveness at Alternatives and Sr. Director of global brand strategy for Indeed.

Timestamps

2:36 – What are distinctive assets?

6:02 – Nike: A case study in building and sweating distinctive assets

7:31 – How distinctive assets fit into key marketing metrics and ROI

10:21 – Why Ireland’s National Lottery uses 6 distinctive assets

13:38 – Branding yes, but we still need to sell tickets

17:36 – The strength and speed of unique, flexible distinctive assets

23:40 – Why old distinctive assets might be a brand managers best friend

26:00 - Blending the individual distinctive assets into a cohesive brand ID system

28:12 – The big insight that drove the choice for the waterslide

30:22 – Why constraints can be liberating for creative directors

32:35 - how to link the brand memory structures to moments in the customer journey

37:35 – How category entry points are useful for driving incremental revenue streams

40:03 – Why category entry points are practical for identifying competitors

42:56 – How to choose a new distinctive asset

46:44 – How distinctive assets work together to build memory

48:35 – Why their brand tracking was so effective

52:18 – The link between building brand equity and sales activations

Links

National Lottery Waterslide Video
10s Waterslide cutdown v1
10s waterslide cutdown v2
Paul's "Obsession" post on LinkedIn
Telus - Hippopotamus Distinctive Asset
Paul's book - Run with Foxes
Paul on LinkedIn
Jenni Romaniuk - Distinctive Assets
Karen Nelson-Field – Attention
Tim Ambler – Marketing Metrics