Despite millions of dollars brands spent on developing distinctive brand assets, only 16% of ads have the branding required to drive recall.
Brand equity is your most valuable asset, and it compounds over time with distinctive brand assets (DBAs). But GenAI tools and creators are scaling volume faster than teams can reviewfor brand integrity. 75% of media spend is wasted on ads that consumers can’t connect to your brand, making ads cost 10% more to deliver.
Creative Salience is the operational unlock to brand consistency at scale, ensuring every ad reinforces brand memory before your media runs.
Every ad meets a clear standard for brand recognition.
A single, live measure of how well your ads are working to build brand memory.
Every major brand has spent years and hundreds of millions building signals that make them instantly recognizable. The logo, the mascot, the chime, the package shape, the tagline. Ads with 4 or more of these distinctive brand assets in the opening 2 seconds are recognized at a 2x higher rate than the rest.*
Yet 75% of media budget is spent on ads that don't reach that bar. Why? Content and media complexity have outpaced every tool built to manage them. The result is ads that cost 10% more to run** and consumers wondering, “whose ad was it, anyway?”
Download the ReportSometimes known as brand signals or codes, distinctive brand assets are visual, verbal, or auditory cues that trigger brand recognition without needing to say the brand name.
Sonic
Icon
Tagline
Color
Mascots
Packshots
Logos
Brand cues are more powerful together. Including them in your ads drive impact, grow brand equity, and lower costs.
1% Ad Recall
+5% Ad Recall
20% Ad Recall
34% Ad Recall
*Source: Ehrenberg-Bass Institute for Marketing Science - Sharp, B. (2010). How Brands Grow: What Marketers Don’t Know. Oxford: Oxford University Press, citing Ehrenberg‑Bass Institute analysis of 143 Australian TV commercials in which only 16% of ads were both recognized and correctly linked to the sponsoring brand (i.e., 84% wastage).
* The Long and the Short (Form) of It — System1 / TikTok. Report URL: Click Here
** Findings from CreativeX’s Whose Brand is it Anyway. Benchmarking Brand Cues & Recall, based on $2Bn+ in ad spend, 300,000 assets across 176 brands and 105 countries.
Most brands aren’t failing because of budget. Instead, they’re losing value in how their ads are built and deployed.
Talk to us about what Creative Salience can do for your brand.
