Brand Marketing Tips
#1: Use Brand Cues Early & Often
Bush’s Baked Beans received a score of 147 for its Grocery Aisle commercial by using audio and visual cues of the brand name at the beginning and end of the 30-second commercial (showing label and naming brand frequently). Nielsen’s Consumer Neuro research recently showed that consumer engagement drops off after the first 5 seconds, and this best practice ensures a consumer connection early on and reinforces the remembrance at the end of the ad. Teamed with frequent brand name visual cues, this strategy helps reduce misattribution to other brands.
Example: “Grocery Aisle” (Bush’s Beans)
Against database: 147
Against food & beverage norm: 140
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.’
#2: Combine Use of Visual & Audio
In Buick’s 30 second commercial they were able to work in eight brand name mentions and 16 brand or logo combinations. This drives home the main theme of the ad that a Buick is often misattributed to being another luxury model. This clever theme focusing on the brand of the car enforces brand attribution when tested the day after seeing the ad, with an index of 163 against the luxury car norm.
Example: “HMMM” (Buick)
Against database: 132
Against luxury car norm: 163
#3: Leverage A Consistent Brand Icon
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)
Against database: 146
Against insurance & real estate category: 134
#4: 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)
Against database: 146
Against food & beverage category: 139
#5: 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)
Against database: 136
Against confectionary & snacks category: 121
#6: Use Your Message as a Brand Cue
Align a brand with a particular message to increase brand recognition. When a message is closely associated with a specific brand, performance for other brands tend to suffer when they support that same message.
Reinforcing your brand with a consistent message will help strengthen the attribution of your brand to ads featuring that message. Olive Garden’s emphasis on the Italian lifestyle, such as its “Tour of Italy” ad, assists in reminding viewers of their brand even in the absence of other brand cues–enabling the commercial to score an index of 130 against other restaurant categories. Alternatively, other restaurant ads focusing on Italian meals may be misattributed to the Olive Garden brand.
Example: “Tour of Italy” (Olive Garden)
Against database: 147
Against restaurant category: 130