Only 15% of all brand assets tested were truly distinctive.
Based on the Ipsos data, we estimate that of the $4.7 trillion spent every year on marketing...
Showing up as your unique and unmistakable self isn’t just a matter of creative strategy.
It’s vital to your commercial survival.
Billions are spent on measuring and perfecting performance at the lower-end of the funnel. Trying to extract an extra 0.01% from your conversion metrics; or shifting click-through rates from 1.7% to 2%.
But the first principle of branding should always be recognition — the simple fact of knowing who is talking to you. That’s what drives the top-end of the funnel and where more of our attention should be spent.
A distinctive identity always gets you noticed, creating new opportunities to be chosen over your competitors. It transforms a product from a commodity into something more. In fact, as Ipsos’ study shows, the right assets in the right combination can make you not only stand out, they can make you truly unforgettable.
Let’s not let them go to waste.