Branding
Brand recall helps in higher sales and leads
Brand recall is becoming tougher as it is easier to create branding assets such as logo. Logo is the most commonly used to create the brand linkage, but everyone else is also doing it.
Ipsos analyzed over 2,000 TV ads shown in “distracted” conditions. It found that 91% of the brands used logo. However, only 6% used brand sounds (Paytm Karo). Only 14% of the brands used characters (Michelin Tyre). Celebrities have more odds of attracting attention to the products than pack shape, visual style, font, logo + slogan and music. Therefore, Byjus chose Sharukh Khan to promote its products.
As per Ipsos report/ PDF: While the use of brand assets is a fairly common practice, we see clear evidence of a relationship with effective branded attention, with these cases 1.15 times more likely to be high performing ads (in the top third of the dataset) than low performing (in the bottom third).
The most doable and key takeaway is consistent creative style. Redbull sticks with ‘Redbull gives you wings’. Apple stuck with iconic visual silhouettes and music. Consistency pips new.