Analysis of 6.5 billion consumer data points reveals three rules for brand growth
Kantar's Brand Growth Blueprint is built on analysis of 6.5 billion consumer data points collected over the past 10 years about how people feel and behave, uncovering the key drivers of brand growth. , provides a decision-making framework for marketers to have better control. The levers of growth that will shape the future of your brand.
The Blueprint is the result of a collaboration between Kantar's experts, industry leaders, and advanced analytical work that combines Kantar's proprietary BrandZ and Worldpanel data assets. All focused on his one question: “How can marketers more effectively drive growth?” This proves that brands that thrive by making a meaningful difference to more people have a real advantage in penetration growth over the next two years, with market penetration currently 5x higher. doing. *
When the population is growing and the economy is healthy, it's easy to grow your brand. It becomes even more difficult in times of economic turmoil, as difficult choices must be made. And to increase penetration, profitability, and value, marketing must firmly take control.
Commenting on the launch, Ivan Moroke, CEO of Kantar South Africa, said: A brand growth roadmap that drives demand-driven business growth. It's great to have a clear answer on what makes a brand grow. Having an assessment, strategy, and implementation approach to answering that question is invaluable. ”
growth promoter
To achieve a meaningful difference, Kantar recommends three growth accelerators and decision-making frameworks for marketers:
easier to influence more people
Creativity, advertising, and experience build meaningful difference and emotional availability for your brand. When executed optimally, 9X higher volume share, 2 times The average selling price is high; 4 times Possibility of market share increasing in the future.
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Achieve success by optimizing distribution, customer journeys, assortments, packs, pricing, and promotions 7 times There are more buyers than there are only half of the buying opportunities.
find new space
Innovation focused on identifying incremental spaces (motivators, opportunities, key categories and services) multiplies a brand's growth potential. A 10% increase in usage increases revenue. +17%.
Blueprint builds on and enhances existing industry research on how brands grow. This proves that while increasing market penetration is critical, focusing on this alone is not enough to collectively drive sustainable brand, revenue and margin growth. I am. Kantar's analysis highlights the role of differentiation, not just differentiation, in building strong emotional connections between consumers and brands and protecting pricing power.
For introduction Blueprint for brand growthJane Ostler, Vice President of Thought Leadership and Blueprint Project Lead at Kantar, commented:
“Our Brand Growth Blueprint sets a new standard of understanding and excellence in strategic marketing. All marketing leaders should use this framework to assess their brand’s own competitive positioning. , can prioritize strategic responses and marketing investments.
We combined 10 years of brand attitude research with real shopper behavior to get a more comprehensive understanding of the tangible impact marketing has on growth. Among other factors, we find that emotional connection in advertising is important. Optimization builds differentiation, makes consumers more likely to lean toward your brand, and increases sales and loyalty.
The newly released growth accelerator will be instinctively familiar to CMOs. But now they are supported by new, quantifiable evidence of their impact on brand and revenue growth. These are universal truths that any brand can leverage to focus their strategy and ensure budgets are for the most impactful activities. ”
From knowledge to action
We are very excited to share the results of this thinking and analysis with our clients and the wider community. Our blueprint for brand growth sets new standards for strategic marketing understanding and excellence. All marketing leaders can use this to assess a brand's own competitive positioning and prioritize strategic responses and marketing investments. No matter the challenge, a blueprint serves as a starting point and an evidence base for marketers to shape the future of their brand.
“At Heineken, we have been working with Kantar on our brand guidance system and have been exploring meaningful differentiation for years. This has helped us understand exactly how to drive growth for our brand.” Tony Costella, Director of Global Consumer and Market Insights at Heineken, commented: Meaningful differentiation is necessary to understand and connect with specific consumer groups that drive brand growth across different markets. ”
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