Consistent creative foundations multiply every brand effect, up to seven-fold
StatBrand & Creativity
Brands scoring in the top third for Creative Foundations - consistent positioning, long-running creative idea, agency tenure - are 5.4x more likely to report very large awareness effects, 7x difference, 4.2x trust, 2.5x brand image and 1.8x salience than the bottom third. Committing to one positioning builds more branded memories.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 8 (80 UK brands, cases reporting very large brand effect)
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