No inconsistent brand grew distinctiveness - none
WarningBrand & Creativity
Not a single brand in the least consistent quartile grew distinctiveness over five years - 0%, against 35.3% of the most consistent. Inconsistent brands were also a third as likely to grow differentiation (11.1% vs 37.3%). The penalty of change lands on exactly the two assets rebrands promise to improve.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
The Creative Dividend (Effie x System1, 2025), via The Power of Compound Creativity, s. 25
Go to the originalMore from this source
StatConsistent brands' ads get better every year - inconsistent brands' ads get worseStatAd distinctiveness compounds only for consistent brandsStatConsistency more than doubles what a point of ESOV buysStatThe most consistent brands create nearly five times the brand effectsStatHigh-consistency brands report very large profit growth six times more oftenStatThe most consistent brands earn four times the advertising ROIStatBrands that keep their agency create measurably better advertising every yearPrincipleAgency tenure predicts effectiveness - CMO tenure does notStatConsistent creative foundations multiply every brand effect, up to seven-foldStatAds wear in, not out: longer-lived campaigns build recognition fasterCaseAdding radio and OOH lifted Meta CTR by 86% at stable spendStatThe most consistent brands are eight times more likely to build differentiation