Sonic assets and brand characters build distinctiveness more than logos or celebrities
StatBrand Strategy
Not all distinctive brand assets work equally hard. Ranked by the chance a long-form ad achieves high distinctiveness: logo or symbol 1.0, celebrity 1.2, brand colours 1.2, slogan 1.3, typeface 1.6, distinct product shape 1.9, jingles 1.9, fluent character device 2.2, sonic device 2.3.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 34, p. 34, The Creative Dividend (Effie x System1, 2026), 1,005 long-form assets
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