IPSOS analyzed over 2,000 ads under 'distracted conditions' and found that the brand elements that had the most impact on brand linkage and recall were:
-BRANDED SOUNDS (music, sound effects)
-BRAND MASCOT CHARACTERS
Yet only 14% used characters and 6% had a branded sound.
How about the logo? Used in 91% of ads but dead last!
Download the full PDF here:
https://www.ipsos.com/sites/default/files/ct/publication/documents/2020-02/ipsos_views_power_of_you_0.pdf