The Language of Brands: Uncovering the essence of a successful ad

Eugene Yiga

What do successful ads do that unsuccessful ones don’t? And what matters most when advertising to different people, in different countries, across different categories, or for different brands? Using Syn-Text, Synovate’s proprietary text mining software, this study analyses a database containing over 100 000 verbatim responses from ads tested worldwide.

The Language of Brands: Uncovering the essence of a successful ad

Eugene Yiga Synovate Laboratories

INTRODUCTION

What do successful ads do that unsuccessful ones don’t? And what matters most when advertising to different people, in different countries, across different categories, or for different brands? Using Syn-Text, Synovate’s proprietary text mining software, we will analyse a database containing over 100 000 verbatim responses from ads tested worldwide. Using this unstructured data will help us understand the emotional drivers that lead to successful advertising, the fundamental values people share, and how all this differs by demography, geography, category, and brand.

BACKGROUND...

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