Circul8 Brand Multiplier™
Most organisations invest in brand and marketing. But not all of that investment delivers the compound effects that translates to bottom line success. The Circul8 Brand Multiplier™ helps brands, organisations and destinations diagnose the problem and plan the solution.
Is your brand multiplying effectiveness or leaking it?
Creativity and consistency are the compound interest of brand building. What that means in plain dollar value is that a properly compounding brand improves your overall marketing ROI – and continues to do so with every investment. If you aren’t making the most of the compounding effects available, you are starting from scratch all the time.
It’s like the difference between the interest paid on $100 vs $1. The more compounding effects you have in the bank, the more you take to the bank.
Find out how to multiply the interest your brand earns with the Circul8 Brand Multiplier™.
The brand inconsistency tax.
People are cognitive misers. Our brains naturally avoid spending energy, which means complex or inconsistent branding makes it harder for customers, or stakeholders to make the choices that matter. When a brand lacks a coherent architecture, platform and system, it forces the audience to work too hard. The result is an “Inconsistency Tax.” Inconsistent brands are like leaky buckets; you are constantly trying to reach audiences, but that effort has to be constantly refilled in order to get the same effect.
How the Circul8 Brand Multiplier™ helps turn inefficiency into compounding effectiveness.
Architecture
Is there a coherent brand structure that is easy for your customers to navigate?
Platform
Is there an organising central idea that can guide and inspire all communication and audiences?
System
Is there a system of distinctive presentation and voice with flex across all audiences?
Multiplier
The total score is correlated with multiplying effects from research data.
Coherent and distinctive brand and architecture
Organising and inspiring brand platform
System for consistency with flex across internal and external audiences
Compounding efficiency and effectiveness of comms budget for immediate and future demand:
- - reduced CPAs
- - maintain price premium
Customised multiplier for brands or destinations.
Brands and destinations both benefit from consistent brand architecture, platform and system. However, while brands also often have multiple audiences, destinations have specific considerations across Live, Visit and Invest. The Circul8 Brand Multiplier™ tool combined with our specialist destination experience means we are able to provide a uniquely informed point of view on how to take the multiplier findings to the next level of execution.
Brands
Compounding for up to 3.5x greater brand and business effects.
System1’s “The Power of Compound Creativity” 2024 report (in partnership with the IPA), analysed over 4,000 ads from 56 brands across 44 categories. The Circul8 Brand Multiplier™ can be directionally correlated against findings that indicate a median of 3.5x brand growth and business results as a result of correctly applied consistency.
- Diagnose where the crucial shortfalls across brand, platform and system are
- Predict where the brand is sitting on a curve for multiplying up to 3.5x the effectiveness
- Propose and scope the solutions that will have greatest impact across brand, platform and system
Destinations
Multiplying value across live, visit, and invest.
Destination branding is unique, it requires managing the complex interplay between residents, tourists, and investors. Overall brand perception accounts for 24% of all tourism receipts, and getting it right is a major economic driver. We help destinations:
- Diagnose where the crucial shortfalls across brand, platform and system are
- Predict where the brand is sitting on a curve for multiplying up to 3.5x the effectiveness
- Propose and scope the solutions that will have greatest impact across Live, Visit and Invest
The data backing the methodology.
Compound creativity 2024
(System1/IPA)
Focusing on the work that builds long-term memory structures.
Kantar most valuable global brands report 2026
Brands with more consistent perceptions have +111% growth advantage.
Binet & field ‘The long and the short of it’ 2013
Brand investment increases sales effectiveness.
Destination ROI 2024
(Bloom consulting)
The quantified economic impact of place branding.
Get a free report on how to start multiplying your return on brand.
Small changes in the middle of the effectiveness spectrum often yield the highest potential impact. You don’t need to overhaul everything to start seeing results. Book a consultation to receive your provisional assessment. We will deliver a report on where your brand sits on the compounding effectiveness curve, what the potential effectiveness gains are, and identify the low-hanging fruit across architecture, platform and system.