To maintain a consistent relative edge over others in your category you must identify, measure, and optimise your brand's sources and degree of differentiation.

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.

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

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.

How can you innovate differently in a competitive landscape? How can you drive brand growth? Why is it important to connect innovation with other areas of the business?

Kiwi online retailer Mighty Ape has moved up from 10th position last year to reach top spot in the annual Kantar Customer Leadership Index, New Zealand’s leading ranking of the best brands for customer experience, released today by data, insights and consulting company Kantar.

In this bold, thought-provoking and evidence-based guide, we provide solutions to the day-to-day challenges marketers face to help them protect their margins.

Revealed: the most creative and effective ads from 2022, judged by consumers. And the secrets behind their success.