From Science to SensesModule 03 · Distinctive assets
Gold Standard Evaluator
Most brands own assets that are merely familiar. The Gold Standard framework keeps only two questions: is the asset Famous and is it Unique? Score each asset out of five and the evaluator returns its verdict and the move to make next.
“It's not about being recognizable. It's about being Gold Standard.”
Evaluate an asset
No
Do people recognise it as you?
No
Could only your brand own it?
A score of 4 or higher counts as a “Yes”.
No verdict yet
Name an asset, score it on Famous and Unique, then hit Evaluate to see whether it is Gold Standard, Shared, Untapped or Wasted.