How to Play With Your Assets in Advertising

The Cadbury Dairy Moog team really does have strong assets, so they know what these are and they can use them creatively now. Most brands simply just need to make their assets more prominent in ads. There's real no harm in telling someone X tagline means us or co-presenting just the asset with the name. The key thing is always think in terms of how will any redesign influence my brand's growth.