Small brands with outsized entertainment scores signal future breakouts
PrincipleBrand & Creativity
Small brands with outsized entertainment scores signal future breakouts
Disruptor brands like Gentle Monster, Nothing and Vacation Inc. have under 10% prompted awareness but outperform the average brand on entertainment score, a signal of future cultural momentum and awareness growth.
Source
Entertain or Die 3.0 - Small W•rld x Tracksuit (2026)
Dan Salkey (Small W•rld), Max Willson (Tracksuit), Sophia Epstein, Dom Hoskins
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StatHalf of all ads are less engaging than footage of cows grazingStatDull ads make conversion more expensiveWarningAds have drifted from showmanship to salesmanship since the mid-2000sStatMeta ad spend has grown to nearly match global linear TV spendStatMost social users open the apps to be entertainedStatYoung audiences are more excited by creator content than by new TV shows or filmsStatInfluencers deliver one of the highest long-term ROIs of any channelPrincipleCreators are the strongest touchpoint for building future demandStatThe most entertaining ads multiply memory, awareness and image liftCaseKFC UK's chaotic social strategy lifted brand equity among 18-24sStatNearly all of the most entertaining brands grew revenueStatAlmost half of the most entertaining brands achieved double-digit revenue growth