Lighting the Blue Touch Paper of Saliency to get Maximum Bang for your Buck!

The first accelerator of brand growth identified in Kantar’s acclaimed ‘Blueprint for Brand Growth’ is to predispose more people to your brand.   And just look at the rewards it can bring. The figures speak for themselves:

So, how do you predispose more people to buy your brand?  Well, one of the key paths to unlock this growth is by exposing more consumers to your brand more effectively.   Supporting your brand with strong creative copy, consistently over time, will make your brand more salient to consumers and, in turn, make them more likely to buy your brand at the time of purchase.  Driving saliency with strong and consistent creative copy is key to predisposing more people to buy your brand.

The importance of strong creative copy in this chain reaction cannot be overstated.   It is the single biggest driver that explains growth on brand exposure¹, i.e. in driving saliency for your brand.

And were that not enough, we know that the strongest creative copy can generate a whopping 4x return on marketing investment.²   

Optimising your creative copy – one of the three key behaviours identified in the Blueprint for Brand Growth – plays a pivotal role in doing this more successfully.   Again, the figures speak for themselves with creative copy that has been optimised on average producing the following benefits:

And were this not compelling enough, more and more evidence is confirming what Kantar has long known about the effects of wear-out and wear-in concerning creative copy – making optimisation even more vital.  There is increasing data coming to light that creative copy rarely wears-out and similarly, that individual copy does not improve or wear-in.   These two facts, taken together, make it even more imperative to make sure your creative copy is as strong as possible before you launch.  This is where the battle is won and lost – it won’t get better ‘organically’ after you air it and in these tough economic times, you simply cannot afford to replace it outside of the normal budgetary cycle.   Optimisation is no longer an option, it’s now a necessity.   To quote a very wise man, “Pre-testing has changed. It is now a marketing no-brainer. You need to do it.”³

If you’d like to find out more about how we can help you grow strong brands or help you with your creative development needs, please do get in touch.

1. Source Mastering Momentum – Brand Exposure 2020, based on Kantar’s Global CrossMedia database

2. Source: Kantar and WARC collaboration 2023 for short and long-term ROMI

3. Source: ‘Pre-Testing Ads Is Not Divisive, It’s A No-Brainer’, Mark Ritson, Marketing Week, 23 April