Showing brand assets beats saying the brand name

StatBrand & Creativity

Saying the brand name more often barely moves branded attention. Across 2,015 US cases, brand mentions shifted the likelihood of being a high-performing ad by +3, while the appearance of brand assets shifted it by +34 - roughly eleven times more.

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; Ipsos Creative Excellence Video Ad Meta-Analysis, 2,015 USA cases

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