Brand value is growing as a proportion of market capitalizations. It provides large business effects and positively affects marketing activities. Investing in brand-building activities delivers a raft of business benefits and marketing effectiveness gains. Brand consistency ties these marketing activities together and plays an important role in this growing brand value.
Brand consistency helps deliver brand advantages. Warc highlights four key drivers of brand advantage: Fame (consumers know the brand), mental availability (consumers consider it), brand recognition (consumers know it when they see it), and greater perception of value (consumers think it's worth the money).
But brand consistency is also one of the most under-appreciated concepts in marketing. And one of the hardest to achieve.
The following multi-part, weekly blog series is intended to answer some of these questions – through the lens of creative data.
Discover the latest data behind brands and branding. See how brand value has come to play a major role in market capitalizations, as well as the most recent studies on the impact Distinctive Brand Assets have on ROI and effectiveness.
Learn more about why brand consistency is vital for building famous brands. Find out how brands are built through memories and why refreshing memories is critical for brand consistency. Understand the differences between persuasion and mental availability.
Explore the ways Distinctive Brand Assets can help overcome modern branding challenges. Delve into case studies from brands that have gone back to the marketing basics prioritizing brand consistency to grow their brands.
Examine the methodologies and frameworks for identifying, deploying, and managing Distinctive Brand Assets. Discover the common branding pitfalls and how to overcome them before they occur to develop brand consistency at scale.
Find out why brand guidelines are perfectly suited to a world of advertising that doesn’t exist anymore and how some of the world’s most effective advertisers are using a Creative Quality Score to prevent the erosion of creative quality.
Explore six lessons from some of the world’s most effective advertisers about how to use creative data to overcome modern brand alignment challenges – almost a century on from when Brand Management was first designed to help marketers win market share and build their brands.
Find out more about the importance of brand size/market share on ROI and profitability. Learn strategies appropriate depending on brand size, as well as whether it’s better to prioritize growth or profitability as you scale.
Discover why and how consistency can help small brands grow and big brands can better manage their content production operations at scale.
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