Distinctive assets alone don't drive performance - Oxford's Felipe Thomaz found asset distinctiveness doesn't rank among the top 10 characteristics of high-performing ads.

WarningBrand & Creativity

Distinctive assets alone don't drive performance - Oxford's Felipe Thomaz found asset distinctiveness doesn't rank among the top 10 characteristics of high-performing ads.

The case against over-relying on distinctive assets: they draw their power from the creativity of the work they accompany and are 'no substitute for creativity, imagination, wit, and empathy for the audience'. Oxford professor Felipe Thomaz found that distinctiveness of assets does not break into the top 10 characteristics that drive performance.

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. 17; Felipe Thomaz, Oxford University, cited in The WARC Guide to brand assets in a hybrid world

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