Rather than changing its identity to fit Wicker, IKEA taps into the online conversation through the brand’s distinctive style of advertising. The product remains central, accompanied by familiar Distinctive Assets such as its logo, font and iconic Swedish product naming. Research from Jarod Walter at the Ehrenberg-Bass Institute shows Distinctive Assets can play both a branding and attention grabbing role in social media. The research finds brand recall can be improved by up to 38% when Distinctive Assets counter program with the surrounding creative. By all means, weave your brand into the cultural conversation, but don’t let it unravel in the process.