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But in B2B, no assets achieve Geico Gecko-level scores. The graphs below show performance for the four biggest B2B tech categories. Each of the dots represent a different B2B brand asset. Dots toward the top score highly on recognition, while dots toward the right score highly on attribution. The most valuable assets are located in the upper right-hand quadrant—those “hero” assets score highly on both recognition and attribution, which is the goal.
You’ll notice that in all categories, the upper right quadrant is essentially empty. More than 75% of the assets are clustered to the far left. Many category buyers claim to recognize the assets on the left, but almost all these assets score in the single digits when it comes to attribution.