When you see a red and white can of soda or a Peter Pan silhouette on a jar, you see a brand. You know the product. But what happens when you don’t have those visual cues to draw you to certain items when you shop?

Brands used to rely on traditional advertising to embed their brand imagery in our minds and remain visible and relevant to their audience. But in today’s digital-first world, consumer attention is more fragmented. Television screen time is declining, while time spent on smartphones and other mediums is increasing. This has created challenges for brands trying to stay in front of consumers.