Teardown: Sorting a Distinctive Asset Portfolio into Protect, Build, or Drop

Marketing Academy · Field Work●Brand Strategy

All projects·From: Distinctive Brand Assets

MiniTeardown· 30 minutes

Wise (formerly TransferWise)

Objective: Apply the lesson's Fame/Uniqueness thresholds to classify four real-style brand assets into Protect, Build, or Drop, and correctly identify one asset that can't be classified yet.

You're a brand analyst asked to review Wise's asset portfolio ahead of a planning cycle, using Fame and Uniqueness scores from a category buyer study.

Classify each asset card using the lesson's thresholds, and flag any asset the study didn't actually measure.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets

FreeLog each asset's Fame/Uniqueness scores and classification

Free, quick to build a sortable classification table

The process

Specimens to review

Using the lesson's Stage 3 thresholds (Fame above 70%, Uniqueness above 60% = Protect), classify this asset and justify the call.

Sample output

ASSET CARD — Primary Color
Wise's signature bright green, applied consistently across the app, debit cards, marketing site, and out-of-home ads since the 2021 rebrand.
Measured Fame: 74% (correctly linked to Wise by category buyers)
Measured Uniqueness: 68% (not confused with any competitor)

Specimen: synthetic, realistic

Classify this asset per Stage 3 and identify what the inconsistent usage is doing to its Fame score.

Sample output

ASSET CARD — Wordmark Casing
The lowercase 'wise' logotype is the documented standard, but partner integration pages and some app store listings render it as 'WISE' in all caps.
Measured Fame: 55%
Measured Uniqueness: 71%

Specimen: synthetic, realistic

Classify this asset and explain the risk of continued investment in it as-is.

Sample output

ASSET CARD — App Icon Illustration Style
A rounded, friendly icon style used throughout in-app illustrations. Category research shows 3 competing fintech apps use a visually similar rounded-icon style.
Measured Fame: 62%
Measured Uniqueness: 22%

Specimen: synthetic, realistic

Can this asset be classified into Protect / Build / Drop using Stage 3? If not, what has to happen first?

Sample output

ASSET CARD — Transfer Confirmation Sound
A short chime plays when a transfer completes successfully. The sound has never been tested with real customers or measured for Fame or Uniqueness; the design team believes it 'feels premium.'

Specimen: synthetic, realistic

Final deliverable

A completed classification table sorting all 4 assets into Protect / Build / Drop / Needs Testing, with a one-line justification citing the actual Fame or Uniqueness number for each.

See a reference example

Sample output

Nubank, Asset Classification (excerpt)

Primary purple: Fame 81%, Uniqueness 76% -> PROTECT
Card tap-to-pay animation: Fame 48%, Uniqueness 64% -> BUILD
Generic rounded sans typeface: Fame 58%, Uniqueness 19% -> DROP/REPLACE
App notification sound: untested -> NEEDS TESTING before classification

Success criteria

You're done when you can:

Correctly classifies at least 3 of 4 assets using the stated Fame/Uniqueness thresholds
Flags the untested sound asset as unclassifiable rather than guessing
Justification cites the specific Fame or Uniqueness number, not a subjective impression