Drive brand growth by getting pricing rightPricing, one of the 4 (or 7) Ps of marketing, is one of the easiest levers for a brand marketer to change but at the same time is arguably the most important aspect of marketing to get right. Price discussions have become even more important and more frequent in the last few years with the increased cost of living both in NZ and around the world.
The vital importance of linking brand and customer experience to deliver growthWhy should brands and brand marketers care about customer experience? And why should the brand and marketing team collaborate closely with the CX team?
Lighting the Blue Touch Paper of Saliency to get Maximum Bang for your Buck!The first accelerator of brand growth identified in Kantar’s acclaimed ‘Blueprint for Brand Growth’ is to predispose more people to your brand.
Help accelerate your brand growth by being more presentThis article looks at the second important growth accelerator of the Blueprint for Brand Growth – being more present. This is all about making it easy to buy your brand.
Diagnose and monitor your brand’s Meaningful DifferenceTo maintain a consistent relative edge over others in your category you must identify, measure, and optimise your brand's sources and degree of differentiation.
Plotting your path to successThe 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.
Drive growth by being meaningfully different to more peopleIn this first post of our Blueprint blog series, we explain how marketers can better drive growth, and how brands can be Meaningfully Different.
Blueprint for Brand GrowthData and insights company Kantar has launched Blueprint for Brand Growth – a new “essential recipe” to help businesses expand.