91%. That’s how much more differentiated creative brands are versus their peers. They also generate x2 revenue growth. And if that wasn’t enough, they have 27% higher purchase pricing power. In other words, they’re distinctive, sticky, growth engines.
Those numbers don’t come from some tiny self-serving survey; it’s the Creative Premium analysis from WPP BAV, the longest-running, most comprehensive consumer study in the world. It is, in simple terms, true. Creative brands – which they define as ones with ‘ideas that work’ – do better.
So case closed then. Every business is busy investing in making their brand as creative as possible right? Unfortunately, we all know that more often than not this isn’t the case, other things are prioritised for spend and cautiousness prevails.
It’s often said that we’re more motivated by loss than gain – and that can certainly be true of businesses. So, if you’ve got a brand that’s doing OK, why risk damaging it by doing something different? Because the reality is doing the same old isn’t enough anymore.
The analysis is clear – be creative, or be nothing