Compound branding only works if there's something worth recognising

"Compound branding" is the idea that brands now have to earn attention in fragments, across a far wider range of content, with recognition accumulating moment by moment.

In the context of the social feed, this is hard to argue with. But if nobody's paying attention, what exactly is compounding?

That's the tension our director of strategy for Performance, Brenda Imeson, explores in her latest piece for Little Black Book. Recognisable assets and repeated exposure are only part of the equation, argues Brenda. The bigger job is making something worth recognising in the first place.

Her piece sets out why brands should favour creative coherence that makes compounding meaningful over rigid consistency that doesn't.

Read Brenda's full piece on Little Black Book.