In a world of increasing choices and reducing attention how to brands cut through the clutter and get chosen by time pressured consumers? Research shows that the stronger and larger number of recognisable assets a brand has the better it performs. So why do many brands fail to understand, codify and use their assets? Using examples from Diageo’s portfolio of world leading brands including Guinness, Baileys, Johnnie Walker and Captain Morgan Jeremy Lindley brings to life how to understand, codify and rigorously apply distinctive brand assets to drive recognition and growth. Think you might be at risk of overdoing it – no chance, what brand owners worry may be too much is probably barely noticed by your target consumer.