System1 Launches Test Your Distinctive Assets+

The more people feel, the more they buy. That’s why System1, The Creative Effectiveness Platform, today launched its new Test Your Distinctive Assets+ product, the first and only solution that measures Feeling to understand the emotions evoked by distinctive assets with life, such as fluent devices. In addition to Feeling, the test identifies how recognisable brand assets are (Fame) and how quickly they are attributed to the correct brand (Fluency). 

Current distinctive assets tests are based on two dimensions – asset recognition and uniqueness. This approach works well when assessing non-living distinctive assets such as colours, shapes, and logos. However, as Orlando Wood noted in his bestselling book Lemon, there is a better way to connect with customers – through the power emotion by using a fluent device. 

Fluent devices consist of a recuring character with agency, such as the much-loved Compare the Market meerkats, or a recurring scenario played out by people in new and different contexts, such as ‘Should’ve gone to Specsavers’.  Research from Orlando Wood, Chief Innovation Officer at System1, and the IPA found that advertising campaigns that include a fluent device are 73% more likely to report a large profit gain than campaigns with no fluent device.    

According to a survey by brandgym, 100% of top CMOs agreed that distinctive brand assets drive brand growth. Yet a recent analysis of 5,000 brand assets, conducted by JKR, found that only 15% are truly distinctive.  Until now, there has been no way for brands to measure the emotional benefit that much loved brand characters such as the meerkats bring to a brand.  With insight into all three measures – Fame, Feeling and Fluency – marketers can close the gap on indistinct assets to create greater mental availability for their brands.  

Alice Duggan, senior marketing communications manager at Compare the Market, said, "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. 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." 

Jon Evans, chief customer officer, System1 said, “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.”