BRAND MARKETING TIP

Leverage an “Ownable” Creative Concept

Leverage the same concept – such as a color, song, or storyline – over time and across creatives to drive attribution to your brand. The color orange is closely tied to the Reese’s brand and packaging, even without any audio or visual cue of the brand name.

It’s difficult to not think of the Reese’s brand when you see the colors of orange, brown and yellow as all of the product packaging utilizes those colors. This simple, yet effective, brand cue creates an ownable concept for the candy brand.

EXAMPLE: “SLOT MACHINE FUN” (REESE’S)

 

BRANDING INDEX

Against database: 136

Against confectionary & snacks category: 121

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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