Mental accessibility as a foundation for brand success

One of the core insights of Field’s research is the importance of mental accessibility – a brand’s ability to be recognized and considered in purchase situations. This concept, which has been extensively researched by Byron Sharp and further analyzed by Field, shows how brands that maintain high mental accessibility achieve significantly better results across several critical business metrics. Field’s data demonstrates how this impacts everything from market share to pricing and customer loyalty.

By highlighting the role of mental accessibility, Field highlights the need for consistent and broad marketing campaigns that not only reach consumers but also stick in their minds. Television is highlighted here as a crucial channel for building and maintaining this accessibility over time, thanks to its ability to deliver both broad reach and emotional resonance.

The balance between short-term and long-term effects

Peter Field's publication makes it clear that effective marketing requires a fine-tuned balance between short-term sales activations and long-term brand building. In this balance lies an understanding that while short-term initiatives produce immediate results, these effects are often fleeting. In contrast, long-term brand building, although it requires continuous investment, will lay the foundation for lasting growth and loyalty.

Field’s analysis of thousands of campaigns supports the well-known principle of the “60:40 rule,” where 60% of the marketing budget should be directed towards long-term brand building, while 40% should focus on short-term activations. This principle is proving to be universally applicable, and the data supports it as an effective strategy for ensuring brands remain relevant and profitable in the long run.

TV's continuing relevance in a digital landscape

One of the most surprising, but also most crucial, insights from Field’s work is the continued effectiveness of TV as a channel for brand building. In an era where digital media is often seen as the most cost-effective channel, Field’s data shows that TV still plays a key role, especially when it comes to building mental reach. His analysis shows that campaigns that allocate around 45-50% of their budget to TV advertising achieve the best results in terms of sales growth and market share.

TV’s strength lies in its unique ability to combine broad reach with deep emotional impact. This combination makes TV an essential component of any long-term brand strategy, challenging the prevailing belief that digital marketing alone can deliver comparable results.

Creativity driven by efficiency

Field’s publication also highlights the importance of creativity in marketing campaigns. Creativity is not just a “nice” trait to have, but a crucial factor that can significantly increase a campaign’s impact. Data from Field’s analysis shows that campaigns that have received creative awards achieve higher levels of brand awareness and sales growth compared to less creative campaigns.

This insight points out that creativity is more than just a means to attract attention; it is a force that enhances a campaign’s ability to build mental accessibility and engage consumers on a deeper level. Creativity should therefore be seen as an integral part of brand strategy, not a separate or secondary function.

An integrated approach to modern marketing

Peter Field's research-based publication provides clear, evidence-based guidance for marketers looking to build strong, lasting brands. By understanding and implementing the principles of mental accessibility, balancing short-term and long-term strategies, leveraging TV as a key channel, and investing in creativity, marketers can ensure their brands remain relevant and competitive in an increasingly fragmented media landscape. This is not just a strategy for survival in today's market; it is a necessity for ensuring long-term success and growth.