{"id":41175,"date":"2026-09-24T13:54:43","date_gmt":"2026-09-24T11:54:43","guid":{"rendered":"https:\/\/novus.se\/?p=41175"},"modified":"2026-10-06T10:38:13","modified_gmt":"2026-10-06T08:38:13","slug":"when-advertising-builds-your-competitors-brand","status":"publish","type":"post","link":"https:\/\/novus.se\/en\/nyheter\/2026\/09\/when-advertising-builds-your-competitors-brand\/","title":{"rendered":"When advertising builds your competitor\u2019s brand"},"content":{"rendered":"

Nicole Bon de Veire is Partner and Creative Director at M+C Saatchi, where she leads the Brand and Experience Design department. <\/em><\/p>\n

\n

Imagine discovering that a large share of the money you spent renovating your home had in fact increased the value of your neighbour’s house.<\/p>\n

You would probably stop the work and ask a fairly obvious question: what are we actually building here?<\/strong><\/p>\n

In marketing, we seem strangely comfortable with the equivalent.<\/p>\n

In Novus’ advertising effectiveness studies, on average only 36 per cent of those who have seen a campaign can correctly identify the brand behind it. When the brand is not recognised, the communication is often attributed to the category, or to nobody at all.<\/p>\n

We can optimise reach, formats and the first three seconds as much as we like. But if people cannot connect the attention to the brand that paid for it, we have a more fundamental problem.<\/p>\n

We risk paying for attention that builds someone else’s brand, or even worse, a competitor’s.<\/strong><\/p>\n

That should make us rethink an established truth: that consistency is the goal. It is not. Consistency is a means. Recognition is the goal.<\/p>\n

Consistency has become something of a religion in brand work. The same colours. The same typography. The same graphic system. The reassuring feeling of a long manual that proves everything is under control.<\/p>\n

That does not make consistency unimportant. Repetition helps people learn who is communicating. The question is what<\/strong> we need to repeat.<\/p>\n

Think of someone you know well. You recognise her in profile, in different clothes, in poor light or from a distance. In neuroscience this is known as invariant recognition: our visual perception can identify the same person or object despite major changes in, for example, angle, light and position.<\/p>\n

In other words, your friend does not need to wear the same outfit every Tuesday for you to recognise her. Nor should a brand. A strong brand should be able to change its expression without changing its identity.<\/p>\n

That is the difference between consistency and coherence<\/strong>.<\/p>\n

Consistency asks: Does this look like what we did last time?<\/em><\/p>\n

Coherence asks: Do I recognise the same sender?<\/strong><\/p>\n

A design system that is too rigid forces every expression into the same visual template. A system that is too loose lets every new channel or campaign reinvent the brand. Both miss the point.<\/p>\n

A good design system creates variation in expression and continuity in recognition.<\/strong><\/p>\n

And this applies regardless of the size of the brand. If you have a smaller budget, a lower share of voice and fewer chances of being seen, you can afford even less to teach people a new visual language every time a campaign is launched.<\/p>\n

It also requires us to think more broadly about what a design system actually includes.<\/p>\n

Logo, colour, typography and imagery obviously matter. But people do not sort their memories according to our design disciplines. A brand can just as easily be recognised by a character, a sound, a product shape, an expression, a gesture or a behaviour. Ipsos research on distinctive brand assets<\/em> points to the value of building a broader set of recognition cues than just the logo.<\/p>\n

So if the brand already owns strong associations, they should not sit alongside the design system.<\/p>\n

They should be part of it.<\/strong><\/p>\n

The task of design then becomes not only to create new graphic assets, but to take what people already recognise and translate it into a system that works wherever the customer is.<\/p>\n

This raises a slightly uncomfortable question: Why do so many identity projects start with what new things we should create, rather than what the brand already owns?<\/strong><\/p>\n

Product brands often have a natural advantage. Coca-Cola has its bottle. Volvo and Polestar have their cars. The product itself can carry shape, silhouette and other recognition cues from advertising to shop to street.<\/p>\n

A bank, an insurance company or a telco has no equivalent physical product. Then the identity has to do more of the work. Design has to help make the intangible tangible.<\/p>\n

ICA, Sweden’s largest grocery retailer, is an interesting Swedish example. ICA does sell physical products, but the ICA idea itself is fundamentally about the retailer and the shop. And the retailer served as a recognition cue long before ICA-Stig, the shopkeeper in ICA’s long-running TV advertising series.<\/p>\n

Even back in the days of Icander, the retailer was given a concrete form and used in everything from shops and sales material to adverts. When the ICA advertising series was later created, it built on the same world: the retailer, the shop, the characters and the white jackets.<\/p>\n

The expressions have changed. The recognisable idea has endured.<\/p>\n

And this is an opportunity that I think more brand systems should seize. If, for example, the retailer’s white coat has become strongly associated with ICA, it does not have to be seen merely as a costume in the commercials. It could become raw material for design: a shape, a movement, a graphic principle or a digital interaction.<\/p>\n

The point is not that ICA should do exactly that (or should it? *wink wink*). The point is that distinctive assets built somewhere in the brand should be able to become building blocks for the whole identity.<\/strong><\/p>\n

The task of design is then not only to create new assets, but to identify what people already recognise and give it a system that allows it to live on in more environments.<\/p>\n

The question becomes: What do we already own in people’s minds, and how can design make it work harder?<\/strong><\/p>\n

This is also where our traditional guidelines start to feel inadequate. They are good at defining what should remain constant: the logo should be placed like this, the colours used like that, followed by a few pages of Do’s & Don’ts that may be fun to create but easily stifle creativity when the manual ends up in new hands.<\/p>\n

Rules are needed. But a modern design system must also define how the identity can change and still be recognisable<\/strong>. Which elements carry recognition? What can be scaled up, toned down or disappear? Which combinations still let us recognise the sender?<\/p>\n

This gives us a better stress test than asking whether everything follows the manual: How much can we <\/strong><\/p>\n

change and still recognise the brand?<\/strong><\/p>\n

If the identity can handle different formats, expressions, channels and creatives without losing the sender, we have built a system for the real world, not just a brand book.<\/p>\n

Because the task of design is not to make sure every touchpoint looks like the last one. It is to help every touchpoint build on the last one.<\/p>\n

Consistency is not the goal. Recognition is the goal.<\/strong><\/p>\n

\n

Explore Novus’ brand research services here.<\/strong><\/a><\/h4>\n

In<\/span><\/em> Novus Varum\u00e4rkesbrev, our brand newsletter (in Swedish), we regularly share insights, facts and reports on brands and communication. Want to get it as it happens? Subscribe here!<\/strong><\/a><\/span><\/em><\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Nicole Bon de Veire is Partner and Creative Director at M+C Saatchi, where she leads the Brand and Experience Design \u2026<\/p>\n","protected":false},"author":8,"featured_media":41024,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[345],"tags":[157,546],"class_list":["post-41175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogg-en","tag-varumarke-en","tag-effektundersokningar-en"],"acf":[],"yoast_head":"\nWhen advertising builds your competitor\u2019s brand - Novus<\/title>\n<meta name=\"description\" content=\"Only 36% correctly identify the brand behind a campaign in Novus advertising effectiveness studies. 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