How Magnetic are the UK’s most valuable brands?
Introducing
The UK Brand Magnetism Index
Lessons in visual identity from Britain’s Top 50 most valuable brands
For decades BrandOpus has been championing brand design as a strategic business tool. Blending insights from cognitive neuroscience with impactful creativity, we deliver transformational growth for some of the nation’s most loved brands.
Leveraging our ground-breaking new diagnostic tool, developed in partnership with global leaders in neuro-insight and testing at CloudArmy, we reveal the most (and least) magnetic brands in the UK.
Read on to uncover hidden insights and actionable ways to maximise the effectiveness of your brand’s identity system.
Why?
Brands today exist in an era of unprecedented fragmentation, proliferation, and distraction.
The inevitable result is a decrease in marketing effectiveness, as brands struggle to occupy a definitive space in the world and in our minds.
Identity-first thinking is the answer
Magnetism is a metaphor for these characteristics;
Meaning that attracts and assets that connect.
The model for achieving it, and unlocking the potential of brand identity as a driver of commercial impact is two-fold:
1Culturally-relevant associations intentionally built into the brand’s identity system.
2Symbolised and systematised in an ownable way that holds across the total brand experience.
The Brand Magnetism Index quantifies how magnetic each of the top 50 most valuable grocery brands in the UK is*
Average speed x accuracy of asset attribution (Y) against intuitive fast-choice attribute association (X), by brand. Weighted at respondent level.
*Biggest grocery brands in the UK by value in the year end 31.12.23, according to data from NiQ
Magnetism Matters
The most and least Magnetic brands are poles apart, with the Top 3 Most Valuable Brands in the UK significantly more magnetic than average.
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MagneticAv. Magnetism Score for the Top50 brands: 57.5%
Distinctiveness alone is not enough
What brands mean to people matters: 4 of the Top 5 Most Magnetic Brands resonate significantly more than average – meaning the gestalt of mental associations triggered by the logo is overwhelmingly positive.
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Av. Resonance Score for the Top50 brands: 63.3%
Pictures speak louder than words
Symbolic identities work hardest: 100% of the Top 10 Most Magnetic Brands use visual metaphors in their identity systems. Instinctively triggering associations, automatically and irresistibly bringing meaning to play.
Three is the magic number
60% of the Top 10 Most Magnetic Brands have at least three strong performing assets (quickly and accurately attributed to the correct brand, with low levels of missattribution). This is the minimum viable number of assets required to qualify as a Magnetic Brand identity system.
To uncover deeper insights brought to you from Cloud Army and BrandOpus and more actionable takeaways for how to optimise your brand identity to maximise your commercial impact, unlock the full report below.