Ad distinctiveness compounds only for consistent brands
StatBrand & Creativity
The same five-year divergence shows in branding: the most consistent third of brands grew ad distinctiveness from 89 to 99 fluency (+2.6 points a year) while the least consistent stayed flat at 87. The gap is not who starts stronger but who compounds.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 19
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