Strong brand cues increase brand saliency by 52% and have the ability to more than double a company’s future growth prospects, Kantar discovered in 2021.
Further data from Kantar through its BrandZ research on distinctive brand assets showed that logos and shapes were the strongest assets, with a distinctive font significantly less so. It also connected financial outcomes: Brands in the top third for brand asset strength had higher average valuations ($2 billion) vs. the bottom third ($881 million).
And yet, in recent years, some legacy brands have introduced stripped-back identities, or “blanding” as it is unkindly described by some in the design sector.
