Creative effectiveness platform System1 has launched its new Test Your Distinctive Assets+ product, designed to help brands measure a work’s ‘feeling’ to better leverage its distinctive assets.
The innovative new tool is able to gauge the emotions evoked by a brand’s distinctive assets, measuring the ‘feeling’ of the work – and the positive or negative emotional connotations that result. The test also examines how recognisable a brand’s assets are (‘fame’), and how quickly customers attribute them to the correct brand (‘fluency’).
Through its research, System1 has found that by using so-called ‘fluent devices’, such as a recurring character with agency as seen with the Compare the Market Meerkats or the recurring ‘Should’ve Gone to Specsavers’ theme, brands are 73% more likely to report large profit gain than campaigns with no fluent device.
“As we operate in a low-interest category, we need to work hard to create affinity with our consumers, so that they always recognise and remember us when they come into market. For years, we’ve achieved this through our most equitable assets, the meerkats and more recently a wombat,” Compare the Market senior marketing communications manager, Alice Duggan said.
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“System1’s Test Your Distinctive Assets+ product is an invaluable tool, giving us insight into how we can continue to leverage and grow our assets within the hearts and minds of consumers. With the additional measure of feeling towards the brand, we can determine how successfully we’re delivering on this.”
By using the tool, brands will now be able to measure how such recurring, popular brand characters and themes drive long-term brand growth and profit margins.
System1 chief customer officer, Jon Evans added: “Distinctive brand assets are some of the most powerful tools that brands can leverage to enhance the effectiveness of their marketing. This is because they help build memory structures to drive brand choice and growth.
“System1’s Test Your Distinctive Assets+ adds an insightful third dimension to distinctive assets testing by capturing how people feel. This enables brands to focus on the assets that will have the most impact on consumers.”
