Our approach to brands
Everything in a brand should be connected.
Most marketing treats every piece in isolation: a campaign here, a feed there, a rebrand when things feel stale. Each part may be good. The relationship between them is weak, and the brand pays for it in recognition and price.
We take a different approach. We define the elements that make a brand distinct, connect them into one system, and translate it into material a team can produce without guessing. The evidence below is why this works commercially, not just aesthetically.
Brand and performance together return more
In Analytic Partners' norms from more than a thousand brands, advertisers who moved from performance advertising alone to a mix of brand and performance advertising saw a median 90% higher revenue return. The reverse move cost a median 40%. Modelled norms, mostly US advertising.
WARC / Analytic Partners, The Multiplier Effect, 2025
The brand ground comes first
A 2025 survey of 765 telecom customers in China found social media marketing raised the intention to buy only through brand equity and the customer's readiness to adopt; on its own, its direct effect on intention was negative. This is why the Brand System precedes the Social System.
European Journal of Marketing, 2025
Useful, credible voices sell
A meta-analysis of 251 studies of creator marketing found that what a post offers, useful information and enjoyment alike, and how credible the voice is carry the strongest relationships with the intention to buy. For actual purchases, how the creator communicates and how useful the post is mattered most.
Journal of the Academy of Marketing Science, 2025
Small creators returned more than large ones
In one European fashion brand's Instagram data, 1.88 million purchases traced through discount codes, the smallest creators returned 17.85 on each euro spent against 4.67 for the largest, and three field experiments repeated the pattern. The authors trace the gap to closer engagement between small creators and their followers. A separate meta-analysis of 135 experiments finds creators work through their credibility and attractiveness.
Journal of Marketing, 2024; JAMS, 2025
Also on the record
Source
- 2025
Relevance works, one fixed sequence does not
In an experiment with business buyers, content a person found relevant to their own stage of the journey raised engagement, and no single order of content worked for everyone. We keep funnel stages as tags for balance and let behaviour decide the next useful post.
Industrial Marketing Management
- 2025
Social-first brands attribute more revenue to social
In Deloitte Digital's 2025 survey of 390 executives at large US consumer companies, the most social-mature brands attribute 14.4% of consumer revenue to social commerce against 10.5% for the least mature. Self-reported.
Deloitte Digital, State of Social
- 2025
A paid social campaign moved product off real shelves
Nielsen measured a paid Pinterest campaign for Alpro in Germany against a matched control group and found a 3.2% lift in in-store sales at 2.6 times return on ad spend. One case, commissioned by Pinterest.
Nielsen, Pinterest and Alpro market lift study
- 2024
Engagement carries people back, activity alone does not
A three-wave study of customers on a brand's social media page found their view of the brand's activity, their engagement and how much they kept coming back all shifted over time. It was their engagement, not the brand's activity by itself, that carried later stickiness.
Psychology & Marketing
- 2024
Engagement and sales are moved by different things
A meta-analysis of brands' own social media found it moves sales more than it moves engagement, and what lifts one is not what lifts the other: emotional posts earn engagement, functional posts that state product benefits earn sales. Our systems measure every post against its job.
Journal of Marketing
Honest limit: averages are priors, not guarantees, and several of these studies measure association rather than causation. Most of them measure paid advertising or paid creators in large markets, not a small brand's own feed. No external benchmark replaces measuring your own system, which is why ours ship with a measurement layer: decisions follow your numbers, not the industry's.
The same studies sit in the portal's Knowledge, marked by what they measured and whether a post may quote them.
The Rebel More Studio standard
Every system is held to the same five criteria before it leaves the studio.
- Distinct, rooted in choices the brand can credibly own
- Connected, every element strengthens the same logic
- Usable, the team applies it without interpretation
- Adaptive, it changes form without losing recognition
- Evidence-led, built on research, not taste alone
How is the strategy developed?
We review your material, guide the discovery and develop the recommendations for your brand. AI supports analysis and drafting within the studio. The studio reviews and refines the work before it reaches your portal.
See where your brand stands first.
Start your brand analysis