Brand icons can help ads breakthrough in very cluttered categories. They should be proactively developed and used consistently (even in non-traditional ways) in order to drive recognition of your brand.
Brand icons, like Progressive’s “Flo”, create a powerful brand connection in the competitive insurance landscape. Progressive uses Flo frequently, with humor, to create a strong brand connection with simple themes, scoring a 146 against the database and 136 against other insurance brands.
EXAMPLE: “DANNY BOY” (PROGRESSIVE INSURANCE)
WHAT IS THE BRANDING INDEX?
The ‘Branding Index’ refers to the TV Brand Effect Brand Linkage score for the ad indexed against the database average, meaning ALL ads that were measured and that ad’s category average. Brand Linkage is defined as ‘Among those who correctly recalled the ad the day after exposure, the % of people who remembered the brand featured in the ad.'