Whether or not people register which brand an ad is for has a massive influence on its effectiveness. Even the most engaging creative has little impact on brand perceptions or sales if the brand isn’t part of what people remember. Poor brand linkage is arguably the most common reason for weak advertising ROI.
 
To ensure strong brand linkage, at least one of the visual elements viewers focus on before looking away needs to trigger the brand in people’s minds. This could be the product itself, its logo, or one of its distinctive brand assets.
 
Here are three ways to achieve strong brand linkage for static visual ads.

Check out 'The Smart Advertising Book' for further details.