Brands grow by being meaningfully different to more people. Let’s hear more:
Kantar
BLUEPRINT FOR BRAND GROWTH
What makes us unique is that we are experts in brand growth. Recently, we launched “The Blueprint for Brand Growth” which clearly differentiates us from competition. Joining our company will give you a great opportunity to work with top talent in the industry and learn from the best. Additionally, all our expertise is backed by data that we have collected over the years.
The Blueprint for Brand Growth is an evidence-based framework that defines the future of marketing.
The Blueprint is based on a breakthrough we've made in understanding how businesses build strong and profitable brands, using our externally validated Meaningful, Different, and Salient framework to examine how people feel and act over a decade. The aim of the Blueprint for Brand Growth is to support CMOs in growing their brands and creating and predicting value for them.
What is the difference between attitudinal, behavioral and shopper data?
Kantar’s Worldpanel division has decades’ worth of data which captures the choices shoppers make at the point of purchase – this is called behavioural data. Attitudinal data tells us what people think and feel about brands, and in the case of the Blueprint, this comes from our global BrandZ research. It is the combination of both types of data that enables us to create a framework that links to a range of financial outcomes.
Listen to our colleague Věra Šídlová, Global Creative Thought Leadership Director talking about Blueprint and why is it so unique.
Věra started at Kantar in 2013 as a project manager. Gradually, she started working on creative effectiveness analysis for brands around the world (from Chile to Japan).
Now Věra works in Kantar's global team, where she focuses on how creativity can move brands forward. She enjoys looking at what can be learned from the most effective creative work and how to bring that into everyday marketing practice.
Marketing thinking is forever evolving.
“The trouble with market research” David Ogilvy once said, “is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.” If you one-dimensionally rely on shopper or consumer panels for instance, you go looking for trouble as your market research results will contain some, but not all, elements of the truth.
So, what did we do? We used attitudinal data from BrandZ telling us what people think and feel and behavioral data from Worldpanel showing us what people buy, what they actually do. By merging these two complementing datasets, Kantar scientists proved that the highest penetration today doesn’t guarantee future market share gains, it’s rather a favorable equity/size dynamic that does.
They concluded that brands with more equity today than expected given their brand size are primed to grow…and grow faster. That penetration is an outcome (and not the single route to growth), that salience is a requirement (but not the only one), and that mental and physical availability are simply table stakes. These findings, that were the fruit of an analysis of more than 40,000 brands – more brands ever researched by an organization in one go - put brand perceptions back at the heart of the marketing effort.
Brands with more equity today than expected given their brand size (Future Power) are primed to grow and to grow faster.
