There’s a particular kind of satisfaction in hearing four bars of a song in a shopping centre and watching a stranger’s head tilt, just slightly, toward the Kmart aisle before their brain has caught up with their ears. That’s not an accident. That’s a Distinctive Brand Asset doing exactly what it’s built to do, and it’s the reason I’ve spent an unreasonable amount of my career thinking about what makes brands stand out in cluttered markets. In this case it was a decade-old Avicii track and some strong visual repeatable cues. Dan Obey and I won the Kmart business under the tutelage of the dark master of DBAs, Jamie McKay. (the M of BWM)
“Dan Saunders and Dan O'Bey understand DBAs the way most creatives understand their own phone number: instinctively. They suggested Levels for Kmart before anyone else had the nerve to bet on repetition as well as creativity. I’ve built a career on understanding the fine balance between great creative work and long-term brand consistency with salience. It’s rare to find creatives that can. Dan and Dan are the team that do."
— Jamie McKay
