Showing brand assets beats saying the brand name
34%
more brand asset frequency
StatBrand & Creativity
High-performing creative shows brand assets, on average, 34% more often than low-performing creative.
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 analysis of more than 2,000 pieces of creative
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StatSonic cues: the most effective asset for branded attentionStatAudio appears in under 10% of video ads, even though sonic cues are the single most effective asset type for branded attention.StatSonic cues: the most effective asset for branded attentionStatShowing brand assets beats saying the brand nameStatBrands with the strongest distinctive assets are 52% more salient (Kantar) and their campaigns perform 62% better (Ebiquity) than weaker-asset rivals.StatCompanies change brand assets without hard dataStatNot all brand assets are created equalStatCampaigns with a recurring "Fluent Device" character are 23% more likely to gain market share.PrincipleThe Distinctive Brand Assets Grid plots every brand element by fame and uniqueness, and crossing 50% on either axis is enough to be reliably linked to - or to dominate recall of - the brand.PrincipleThe Distinctive Brand Assets Grid sorts brand elements into four quadrants: ignore or test, avoid solo use, investment potential, and use or lose.PrincipleBrand distinctiveness comes from the combination of elements together, not from any single element alone.PrincipleBrand assets have to be learned through consistent messaging, which is why they wear out far less often than advertising creative does.