Kantar's Blueprint for Brand Growth is a new quantitative decision-making framework that aims to help marketers drive revenue and profit. Based on over a decade of data analysis, the Blueprint provides actionable insights into what influences consumer choices and how brands can maximize their growth potential.
Key Takeaways:
Meaningful Difference Matters: Brands that are perceived as both meaningful and different to consumers command significantly higher market penetration and pricing power.
Three Growth Accelerators: The Blueprint identifies three key strategies for brand growth:
Predispose More People: Strengthen consumer predisposition towards your brand through exposures and experiences.
Be More Present: Optimize marketing investments to convert predisposition into actual purchases.
Find New Space: Expand into new markets, categories, or usage occasions through innovation and effective communication.
Starting Grids: The Blueprint offers practical decision-making frameworks, called Starting Grids, to help marketers tailor their strategies based on their brand's specific needs and circumstances.
Evidence-Based: The Blueprint is based on rigorous analysis of billions of data points, providing a solid foundation for strategic marketing decisions.
Implications for Marketers:
Focus on Differentiation: Emphasize what makes your brand unique and meaningful to consumers.
Invest in Building Predisposition: Create strong emotional connections with consumers through engaging experiences and communication.
Optimize Marketing Activation: Ensure your marketing efforts are effectively converting consumer predisposition into sales.
Explore New Growth Opportunities: Look for new ways to expand your brand's reach and relevance.
Use Data to Guide Decisions: Leverage data and analytics to inform your marketing strategies and track your progress.
Overall, Kantar's Blueprint for Brand Growth offers a comprehensive and actionable guide for marketers seeking to drive sustainable growth and maximize business outcomes.
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