BRAND MARKETING TIP

Integrate Brand Into the Story

Create a storyline that cannot be recounted without mentioning the brand name and product – make the brand a character.

Eggo’s “Sharing a Photo” breakfast commercial is a good example of inserting your brand as a character in the story. This heartwarming commercial makes it difficult to retell or recall the commercial without making the connection back to the Eggo waffle, resulting in high scores against the database and the crowded Food & Beverage category.

EXAMPLE: “SHARING A PHOTO” (EGGO BREAKFAST FOODS)

 

BRANDING INDEX

Against database: 146

Against food & beverage category: 139

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.'

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