3.1 → 4.0 vs 2.6 → 2.3
StatBrand Strategy
Creative quality compounds for consistent brands and decays for inconsistent ones
Consistent brands do not just hold their creative quality, they grow it. Over five years, the most consistent third of brands lifted average positive emotion from 3.1 to 4.0 and distinctiveness from 89 to 99, while the least consistent third went backwards on emotion, from 2.6 to 2.3.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figures 52-53, p. 47-48, The Creative Dividend (Effie x System1, 2026), 80 UK brands, ~4,000 ads
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