Why Creativity Compounds - And Why It Matters for Modern Brands

Creativity is often described as a spark - an inspired moment, a breakthrough, a burst of imagination. But the more we study high-performing brands, the clearer it becomes: creativity isn't just a moment. It’s a well-structured system that allows us to share our most profound and meaningful thoughts and ideas with society as a whole. And when that system is applied consistently, its impact compounds over time.

A recent global study, the Compound Creativity Study, conducted by System1 Group with the Institute of Practitioners in Advertising (IPA), proves exactly that. The findings are powerful, especially for established brands looking to modernize without losing themselves in the background noise of our fast-paced, ever-changing world.

At Blox Communications, this research aligns with what we’ve been building all along: creativity made accessible, structured, and scalable.

Let’s break down what the study reveals:

1. Creativity Works Better When It’s Consistent

The study evaluated over 4,000 campaigns across 56 brands, and the results were striking:

• Brands with the highest creative consistency achieved a 3.3-star rating, compared to 2.6 in the least consistent group.

• These top performers also saw ongoing improvement - gaining +0.2 stars per year, while inconsistent brands saw no growth at all.

So, what can we learn from this? Consistency doesn’t limit creativity; it strengthens it. But for it to really work, brands must first lay a foundation, which involves our 4-phase service offering - Discover, Define, Design, and Deliver. And consistency is not about doing things the same way every time. It’s about the disciplined practice of presenting your brand in a unified, recognizable way across every touchpoint - visuals, voice, messaging, behaviours, and customer experiences. It ensures that no matter where someone encounters your brand, they understand who you are, what you stand for, and what to expect.

Over time, creative consistency builds familiarity, trust, and memorability. It allows your brand to compound in value over time. When brands reuse the right assets, maintain a steady strategic position and message, and build campaigns on a unified strategy, creativity becomes more impactful and easier for audiences to recall.

This becomes the foundation of brand memorability.

2. Creative Consistency Drives Real Business Results

For those who aren’t necessarily ‘creative’ or who don’t understand what it truly is, creativity can seem ‘fluffy’ or intangible. But here at Blox, we thrive on creativity. It serves as the base element that, when paired with foresight and insight, becomes highly measurable and trackable. Here’s a quick reminder about the difference between foresight and insight and why they should work together -

Foresight

Foresight is the practice of preparing for what’s ahead by understanding the forces shaping change.

It’s not about predicting the future - it’s about being ready for it. Foresight helps organizations recognize emerging patterns, shifting behaviours, and evolving expectations so they can make informed decisions today that strengthen their position tomorrow.

It turns uncertainty into preparedness, giving brands the clarity and confidence to adapt with intention rather than react under pressure.

Insight

Insight is the ability to understand what’s true right now.

It is grounded in data, research, audience behaviour, and lived experience. Insight reveals the motivations, gaps, and opportunities shaping current performance. It answers “What’s really happening today?” and turns observation into clarity.

Why Foresight and Insight Must Be Paired

Individually, foresight and insight are valuable. Together, they are transformative.

Insight grounds you in reality.

Foresight guides you toward possibility.

When paired, they create a complete decision-making system:

• Insight shows why the brand performs the way it does now - the gaps, the behaviours, the inefficiencies, the opportunities hiding in plain sight.

• Foresight shows what the brand will need to become - the future expectations of customers, the shifts coming to legacy sectors, the trends that will reshape markets, and the capabilities organizations must build to stay relevant.

For legacy brands especially, this pairing is essential:

• Many rely on decades of experience (insight) but struggle to adapt quickly (lack of foresight).

• Others see the future but lack the internal clarity to act (foresight without insight).

When the two intersect, companies gain something powerful: clarity about where they stand and confidence about where they’re going.

This is why Blox integrates both into our modernization frameworks - from the Blox Brand Audit (insight) to market research and trend analysis (foresight). When legacy companies align present-day truth with future-focused direction, they don’t just evolve - they lead. So, tying it back to the study -

• The most consistent brands generated +27% more Very Large Brand Effects (think: awareness, salience, differentiation).

• They also delivered +28% more Very Large Business Effects - sales, market share, profit.

That means creativity doesn’t just make a campaign look good. It drives commercial performance in ways that compound year after year. And not only that, it can imbue a storytelling narrative that emotionally speaks to your audience. A lot of times, creativity is about a feeling or an experience. So, combining the work we can do across Market Research & Audience Insights, Brand Strategy, Content & Communications Strategy, and Marketing Plan & Campaign Execution allows creativity to find its proper place and become a strong differentiator for your brand.

This aligns directly with Blox’s vision: turning ideas into systems that generate long-term value.

3. Creativity Compounds When Teams Stay the Course

One of the most compelling insights:

Brands that stayed with the same creative consultancy and allowed campaigns to “wear in” performed significantly better.

In other words: stability accelerates creativity.

Campaigns become more effective when they build on each other, rather than restarting every year. Consistency of team, tone, systems, and assets drives exponential returns. And I have found this to be true for our 9-Point Channel Strategy and 4-phase service offering: no matter how fast you want to see results, it takes time because time builds strength and stability. Yes, we are not solely focusing on activity and outputs, but on the value our work brings to clients and business outcomes. And we will always aim to deliver that value early and often, rather than wait for perfection. Still, it takes hard work to build a strong foundation, and that will take time. I typically like to map out progress over 6 months to a year. During this timeframe, there is ample room for us to use the data and insights we’ve collected to learn and build a brand tailored to your needs and challenges.

For legacy companies that have spent decades refining who they are, this is a fair vantage point and powerful competitive lift waiting to be unlocked.

4. Creativity Becomes Stronger When It Becomes a System

The study identified 13 creative consistency features, including:

• A unified brand idea

• Repeated use of recognizable assets

• Characters or brand devices

• Distinct tone of voice

• Recurring audio cues

• Visual identity and composition frameworks

This structured approach mirrors what we do at Blox:

Make creativity usable. Make it repeatable. Make it easy for teams to understand and scale.

Because when creativity stops being abstract - and becomes a system - teams can activate it confidently across channels, campaigns, and customer touchpoints.

That’s when creative work becomes an engine. A force to be reckoned with. A leading indicator of your success and transformation. A cue to modernize and prepare for the future.

5. What This Means for Legacy Brands

Most established companies aren’t suffering from a lack of creativity - they’re suffering from a lack of clarity. They have ideas. They have history. They have depth. But they also carry decades of inconsistent systems, silos, inherited processes, and outdated brand expressions that no longer match who they’ve become.

Legacy organizations often face a modernization gap - a widening disconnect between strong operational performance and outdated branding, messaging, and marketing systems. Creativity alone can’t close that gap.

But creative consistency can.

Legacy brands already have the raw material - reputation, relationships, craftsmanship, and credibility.

What they need is a creative system that makes their strengths visible again:

• Understandable - so internal teams finally share the same story.

• Repeatable - so marketing becomes a system, not a set of random acts.

• Measurable - so creativity connects directly to ROI and KPIs.

• Consistent - so the market recognizes the brand instantly, everywhere.

• Scalable across teams - so modernization becomes sustainable, not dependent on one vendor or one moment.

The Compound Creativity Study proves that when brands commit to consistent creative systems, the impact compounds over time. Results don’t just improve - they multiply.

And for legacy companies, this compounding effect is transformational.

Because consistency does more than create recognition - it restores alignment.

It closes the modernization gap by showing that many legacy firms innovate behind the scenes while still appearing outdated publicly. It brings unity to fragmented teams and inherited processes. It resolves years of inconsistent messaging, design drift, and departmental silos. It transforms modernization from a one-off project into an ongoing capability.

This is precisely where Blox thrives. Our mission as a creative-technical consultancy is to help legacy brands modernize their brands, marketing systems, and customer experiences in a digital-first world.

Through frameworks like the Blox Brand Audit, Blox Brand Compass, 9-Point Channel Strategy, and Benchmark/KPI Review, we don’t just deliver creative work - we provide creative systems that:

• Turn legacy strength into modern relevance.

• Translate history into compelling brand stories.

• Align internal teams and external channels.

• Build measurable, predictable growth across the entire marketing ecosystem.

When legacy companies commit to clarity and consistency, creativity compounds - reshaping not just their brand, but their entire trajectory.

And Blox is built to guide that evolution, one intentional block at a time.

6. The Blox Approach: Creativity Made Accessible

So, what have we discovered in today’s post? Your brand already has the raw material. We help you structure it.

Our frameworks make creativity:

• Clear enough for teams to use

• Flexible enough to grow with your brand

• Data-informed, not guesswork

• Designed to compound over years, not campaigns

We don’t just deliver ideas - we build the creative system that helps those ideas scale.

Because creativity is both magic and a system.

The magic is in your intuitive process and how it connects to the ideas and concepts that you develop when building a brand.

If you can talk about it clearly and descriptively, we can start tying it into your strategy. Once a tangible connection has been made, we begin to execute your ideas and concepts, turning them into reality.

Really, it's about understanding how things relate to one another. How they connect to a bigger picture - often the business goals and outcomes you set for your business.

What are your thoughts on creativity? How do you apply it at work, and do you notice a difference in your results when you approach things with a creative lens?

Thanks for reading!

Blox