Brands with the strongest distinctive assets are 52% more salient (Kantar) and their campaigns perform 62% better (Ebiquity) than weaker-asset rivals.

StatBrand & Creativity

Kantar found brands with the strongest long-term brand assets are on average 52% more 'salient' than competitors. Ebiquity found campaigns using strong distinctive brand assets perform 62% better than campaigns that do not.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 8; Kantar and Ebiquity research cited in The WARC Guide to brand assets in a hybrid world

Go to the original

More from this source

StatSonic cues: the most effective asset for branded attention StatAudio appears in under 10% of video ads, even though sonic cues are the single most effective asset type for branded attention.StatSonic cues: the most effective asset for branded attention StatShowing brand assets beats saying the brand name StatShowing brand assets beats saying the brand name StatCompanies change brand assets without hard data StatNot all brand assets are created equal StatCampaigns with a recurring "Fluent Device" character are 23% more likely to gain market share.PrincipleThe Distinctive Brand Assets Grid plots every brand element by fame and uniqueness, and crossing 50% on either axis is enough to be reliably linked to - or to dominate recall of - the brand.PrincipleThe Distinctive Brand Assets Grid sorts brand elements into four quadrants: ignore or test, avoid solo use, investment potential, and use or lose.PrincipleBrand distinctiveness comes from the combination of elements together, not from any single element alone.PrincipleBrand assets have to be learned through consistent messaging, which is why they wear out far less often than advertising creative does.