The starting point for any CMO, when evaluating their brand strategy, is to fully understand their brand’s equity and specifically whether or not it is meaningfully different to more people.

There is now undeniable evidence that great brand strategy has the potential to influence not just sales, but business value and resilience. This booklet has been designed as a celebration of brand strategy.

Kantar’s May Ad Impact Award goes to Whittaker’s with their latest Chocolate lover’s instalment ‘Pantry Piece’. This well-known and treasured brand combines the power of great insight, a mastery of storytelling and brand love to deliver a creative that connects with the hearts and minds of chocolate lovers.

In this first post of our Blueprint blog series, we explain how marketers can better drive growth, and how brands can be Meaningfully Different.

Toyota New Zealand has lived up to its advertising slogan “let’s go places” by going three places up from last year to take top slot in the tenth annual Kantar Corporate Reputation Index. Pak’nSave climbed one place to second, with Air New Zealand in third, displaced from the number one slot for the first time in the history of the index.

Kantar’s April Ad Impact Award goes to Pak’nSave with their latest Stickman instalment ‘No Loyalty Cards’. After 16 years on air, Stickman continues to delight New Zealanders by staying true to his brand promise.

Revealed: the most creative and effective ads from 2023, judged by consumers. And the secrets behind their success.

Data and insights company Kantar has launched Blueprint for Brand Growth – a new “essential recipe” to help businesses expand.

Kantar’s March Ad Impact Award goes to Air New Zealand’s witty and heartwarming, Conservation Dogs campaign. Filmed in a similar style to their world-renowned safety videos, the cute dogs and the good cause they represent captured Kiwis’ hearts.

Kantar’s first Ad Impact Award of the year goes to Wonky Box. The ad introduces us to the brand and the origins of its ‘odd bunch’ fruit and vegetable subscription service. This cheerful walk through of the brand mission was not only able to leave the viewers with a great impression of the brand, but was also a highly impactful and enjoyable to watch.