Which brand is missing a trick

The results revealed how emotional and effective a great Paralympic Games ad can be. Only one of our Paralympic Test Ads — the Channel 4 campaign — showed a strong uplift between the general population sample and the people with disabilities sample. But for other ads we saw scores fall for viewers with disabilities. Its aggressive editing and loud rhythmic soundtrack was more jarring for the sample with disabilities, some of whom will have vision impairments or a higher sensitivity to noise.

The most positive results, though, come from those ads which showed low uplift because they were already so effective — commercials which scored well among both the general population and people with disabilities.

The star performer here was Toyota, whose ad from the US starred Paralympic swimmer Jessica Long, and is a beautifully-shot dramatisation of her journey from an orphanage to the Tokyo Games. Moving and inspiring, it got a the maximum 5-Star score from both groups. This creates more opportunities than ever before to harness the potential of sound to create distinctiveness for your brand.

The challenge with all brand assets it to balance consistency with freshness to stay relevant for today. Captain Birds Eye is a good example of a brand team battling to get this balance right. The first Captain lasted 21 years, before an ill-fated attempt move to a younger, clean-shaven, cooler looking Captain featuring Sex and the City star Thomas Pescod.

The Captain is supposed to be an experienced, sea-farer who knows a thing or two about fish, and this younger version lacked credibility.

Consistency was restored from to , with a silver-bearded Captain though the version looks a bit old and out-dated. Then saw a re-launched Captain played by Riccardo Acerbi, an Italian actor and watersports enthusiast who grabbed the headlines for his sex appeal!

This feels like the perfect balance of freshness and consistency. B2B markets are late to the party by quite some years. Usually, businesses have grown through acquisitions and mergers; driven simply by shareholders looking for short term profit returns.

But now the pace of disruption in the consumer landscape is starting to catch up with large corporates. Tech is a massive factor in all of this. The ability to resolve problems quickly and to streamline processes is more acute today than it has ever been, especially where customer experience is king. Download this free, practical guide to discover how to track customer experience efforts within your organisation — and how to improve it.

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