.avif)
That’s the challenge modern marketers face. In 2025, the winners are those who understand how attention works and tailor their playbook to their brand size. But to do that, they first need to rethink how ad effectiveness is measured.
Why testing ads the old way no longer works
Traditional ad pretests ask people how likely they are to buy after watching an ad. But studies show that declarative surveys can mislead — brands that didn’t test their ads sometimes performed better than those that did.
Why? Because 95% of our decisions are subconscious. We don’t act on what we say — we act on what we feel. That’s where behavioral science steps in.
Task, don’t ask: measuring the right way
At Behavio, effectiveness is tested not by questions, but by tasks that tap into fast associations and emotional responses. Because in advertising, mindshare drives market share. The brands that come to mind first win on the shelf, or in the app.
What makes an ad effective in 2025?
The most effective ads are built around three principles:
- Emotion: Emotion grabs attention and strengthens memory.
- Need: The ad must connect the brand with a real consumer need or occasion (e.g., “hot summer day” → “cuts the grease” → fast food).
- Branding: People can’t buy what they can’t recall. Branding needs to be unmissable.
Great ads wire these elements together. When neurons “fire together,” they “wire together.” It’s classic behavioral science in action.
Big vs. small brands: one size doesn’t fit all
After testing the effectiveness of thousands of ads worldwide, Behavio found a striking difference between big and small brands.
Big brands benefit from existing familiarity. Their brand codes are already wired into people’s memories, which means they can afford to be more subtle. A glimpse of a logo, a color, or a jingle is often enough to trigger recognition. Light branding can still work because the groundwork has already been laid.
Small brands, on the other hand, don’t have that luxury. They’re fighting for mental availability from scratch. If the branding isn’t instantly visible and memorable, the ad may simply disappear into the noise. Subtle doesn’t cut it. They need to make a strong brand impression — fast.
This fundamental difference calls for two very different creative strategies:
The ‘Small Brand’ playbook
- Brand loudly and early – logo, jingle, brand assets need to appear in the very first second and throughout the ad.
- Stick to one occasion and one need – don’t try to cover too much; repetition builds memory.
- Use emotional storytelling that connects back to both the brand and the relevant need – emotion is a tool, not the goal.
The ‘Big Brand’ playbook
- Reinforce brand memory with lighter, more flexible branding – your codes are already known; now it’s about staying top of mind.
- Introduce new occasions in separate ads – big brands can afford to expand relevance by layering in new needs one at a time.
- Create emotionally powerful campaigns that strengthen and evolve brand codes – build on what people already associate with you.
In short: the bigger your brand, the more freedom you have. The smaller your brand, the more discipline and consistency you need.
So… how do you crack branding?
With brand codes — the distinctive assets that instantly signal your brand without needing to spell it out.
Think of famous examples like McDonald’s jingle, Coca-Cola’s red, or the shape of a Heineken bottle. These all act as mental shortcuts that help people recognize your brand in a split second.
Brand codes can take many forms:
- Visuals: logos, colors, packaging, characters
- Audio: jingles, sonic cues, signature voiceovers
- Language: taglines, recurring phrases, naming style
The key is playful consistency. Strong brands use these assets repeatedly across all channels to build memory and recognition. The best campaigns don’t start from scratch each time; they build on what’s already familiar, reinforcing the same distinctive elements over and over.
When done right, brand codes reduce the need for lengthy storytelling. They let your brand show up clearly and instantly, even in a two-second scroll or a muted video.
The Behavio advantage
Behavio offers a modern suite for growing mindshare:
- Ad testing that predicts actual sales impact.
- Brand tracking that spots growth gaps and monitors rivals.
- Market tracking that uncovers unmet needs and triggers.
All powered by behavioral science, delivered at a fraction of traditional costs — and with expert support to make the insights actionable.
In 2025, effective advertising is less about what people say, and more about what they do. Big or small, the right playbook can make all the difference.
Ready to give it a shot? Book a call to see how Behavio can work for your brand, no matter the size.
This article is based on the presentation by Behavio CEO & Co-Founder Jiří Boudal at NIMA Marketing Day in Utrecht.
