Resonance in Advertising: The Transient Nature of Brand Loyalty and Awareness

In the world of advertising, where every element vies for attention, few things captivate and resonate as powerfully as a well-crafted logo. It serves as the visual cornerstone, the emblematic face of a brand, encapsulating its essence in a single, iconic image. Yet, amidst the dynamic landscape of marketing, one might ponder: What surpasses the impact of a logo within an advertisement? This question delves into the essence of branding, design, and the nuanced interplay of elements that spark the imagination and forge lasting connections with audiences.

Brand codes

Distinctive elements serve as the vivid threads that weave together a cohesive and recognizable brand narrative. These brand elements, often referred to as distinctive assets or brand codes, encompass a spectrum of tangible and intangible facets, each meticulously crafted to etch an indelible mark in the consumer psyche. From the unmistakable logo that instantaneously evokes brand recognition to the signature color palette, mnemonic jingles, or even a specific typeface, these elements coalesce to form the brand's unique identity fingerprint. It's in their harmonious orchestration and consistent deployment across diverse touchpoints that these elements transform into beacons of familiarity, anchoring consumer loyalty and fostering a sense of resonance and belonging. The artful curation and strategic utilization of these brand elements are the keystones in fortifying a brand's distinctiveness and enduring legacy in the hearts and minds of its audience.

Do distinctive brand elements wield greater effectiveness compared to merely naming or visually showcasing the brand? This is answered in the paper “The Power of you. Why distinctive brand assets are a driving force of creative effectiveness”, an Ipsos meta-analysis that scrutinized more than 2,000 video creatives, exploring how effectiveness correlates with the inclusion or absence of brand elements.

In examining brand assets, a conspicuous trend emerges—visual elements such as colors and logos reign supreme, commanding attention and recognition. However, there appears to be a dominance of visual assets like colors and logos, while audio assets are notably less prevalent, as evidenced in the following chart:

What’s better than showing your logo in an Ad?

IPSOS findings underscored that among brand elements, those yielding the most substantial impact on brand linkage and recall were branded sounds and brand characters. However, despite their evident efficacy, a mere 14% of advertisements incorporated characters, while a mere 6% featured a branded sound or sonic brand cue. This striking discrepancy highlights the underutilization of these potent assets within the realm of advertising.

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This demonstrates a compelling connection between the potency of brand assets and heightened branded attention, offering supporting proof that these assets facilitate various sensory mechanisms. They play a pivotal role in seamlessly integrating the brand into narratives, effectively embedding it within creative memories.

These are the three key findings in the above mentioned Ipsos article:

‍1) The presence of brand assets is strongly linked to positive branded attention effects, more so than just directly showing or talking about the brand. 

2) Brand assets that leverage the power of you, such as characters and sonic brand cues, are more effective than assets that are leveraged from wider culture, such as celebrities and music.

3) While less frequently used, audio assets are on average more effective than some visual assets, which suggests brands can take the opportunity of audio to improve the branded attention of their video creative over time.

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Meaningful Brands

The Havas’ Meaningful Brands 2021 study, shows that 75% of brands could disappear overnight and most people wouldn’t care, or would easily find a replacement. The ease with which individuals can replace or overlook these brands signifies a profound shift in consumer allegiance and the fleeting loyalty that characterizes a market abundant with alternatives. It speaks volumes about the transient nature of brand relationships, where only a select few manage to etch themselves deeply into the hearts and habits of consumers, securing an irreplaceable spot in their lives.

In the 2023 report, Havas highlighted that audiences prioritized two fundamental attributes when considering their purchases: the assurance of good value and the consistency of prices. These crucial factors emerged as pivotal pillars influencing consumer decisions, highlighting the persistent quest for products or services that offer both perceived worth and unwavering pricing reliability. The forceful result of this report demonstrates that:

Conclusion

In the intricate world of advertising, Ipsos underscores the underused potential of impactful brand elements like sounds and characters, highlighting their substantial influence on brand recall. Simultaneously, Havas' insights into fleeting brand loyalty and consumer priorities reveal the critical importance of offering value and price consistency. Together, these findings emphasize the need for brands to leverage resonant assets and fulfill consumer needs to establish a lasting foothold. 

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