why brands (still) matter
why brands (still) matter
Behavioural science has shown that most of our actions are driven not by measured, rational thought, but by unconscious processes and mental shortcuts. We gravitate toward familiar products and are influenced by cognitive biases — and that’s what makes brands so valuable.
In this insightful presentation, Simon Tunstill shares new research from Thinkbox that underscores the continued importance of brands and the key role that advertising plays in embedding brands into our subconscious, keeping them top-of-mind.
The study “From Brand to Bland” replaced participants’ favourite brands with identical, unbranded products to observe reactions and assess whether brands still matter.
A few key highlights:
- Research replacing participants’ favourite brands with identical, unbranded products revealed strong emotional reactions: Despite identical products, participants reported negative sensory and functional differences, highlighting powerful brand-driven perceptions and attachments.
- Three core roles of brands emerged: stability (reliable quality and reassurance), identity (self-expression and values signaling), and connection (nostalgia, intergenerational ties, and shared memories).
- Evidence cited shows strong brands command price premiums, reduce price sensitivity, drive margins, and are valued by both consumers and investors.
- TV advertising was identified as the most effective medium for creating and sustaining brand impressions through memorability, stories, and distinctive assets.
- Compared to online environments, participants associated TV with higher trust due to regulation and perceived high cost of advertising.
- Shared TV viewing amplifies engagement and recall, turning ads into social touchpoints and increasing attention compared to solo viewing.
- The reveal that all substitutes were the original products exposed how branding shapes perception and experience.
NOTE: participant videos are not available
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speaker
SIMON TUNSTILL
communications director, Thinkbox
Simon Tunstill is the Communications Director of Thinkbox, the marketing body for commercial TV in the UK. He does what you’d expect a communications director to do, perhaps even more. He’s been with Thinkbox for almost 20 years and was part of the team that launched the organisation back in 2006. During that time, he’s helped Thinkbox establish itself as an influential voice in advertising, winning numerous awards for its work along the way. He sits on the committees of the Global TV Group and the UK’s Parliamentary Debating Group, and stands if someone needs a seat more than him. In his spare time, he tries not to play FIFA, does play with his daughter, and enjoys cooking. His sausage ragù has been described as “pretty good“ and his roast chicken as “getting there.”