Kantar’s Post

Last week we launched the #BlueprintforBrandGrowth. There's a book to download and read, a webinar you can watch and a shorter executive summary to keep to hand covering the key points. But if you don't have time for any of those and you'd like to know what we've got to say, listen to Jane Ostler for 6 minutes.

Buying behaviours, attitudes and trends have been on a bit of a rollercoaster over the past few years, so it's great to see market research giants, like Kantar, sharing extensive studies for brand marketers to lean on in an everchanging market. Their latest report, the 'Blue Print for #BrandGrowth' investigates the last 10 years worth of data, examining how people feel and act. The top take-out (which I don't think is a big surprise), is to grow penetration by being meaningfully different to more people. More interestingly, they've broken down brand growth into 3 key accelerators: 💫 Predispose more people: Build a positive bias about your brand through every brand interaction and touchpoint - particularly important for repeat purchase. 💫 Be more present: Make your brand easier to choose by being where the choices are being made. You need to have the right availability and visibility. 💫 Find new space: Define your category and the most incremental spaces your brand can move into. A way of doing this is to redefine the business you're in, so that you can stretch into new motivations, occasions, categories and services to keep growing. Whilst all 3 are important, finding new space is a personal favourite. There's nothing I love more than diving into a fresh adventure with a brand and nurturing their next area of growth and it's been an absolute joy doing this with the team at Wonderbly with their new adult books category, which went down a storm on Valentine's Day! Which is your favourite?

Learn more about the Blueprint for Brand Growth in this 6-minute explainer video (feat. me in full TV presenter mode) 🎤

Through the Blueprint you can diagnose your brand's position and pinpoint it towards the right path to grow. Our experts have created starting grids to identify the right questions and help your brand grow.

📈What is the Blueprint for Brand Growth? What are the Growth Driver and the 3 Growth Accelerators? How can you influence revenue and profit growth? In this 6-minute video, Jane Ostler, Kantar’s EVP of Global Thought Leadership, explains the new go-to framework for marketers, and introduces you to one of the Starting Grids that will help you diagnose your brand’s position. To find out more about the Blueprint: https://lnkd.in/dFRtX3f9 #CMO #BlueprintforBrandGrowth #Marketing #Blueprint

📈What is the Blueprint for Brand Growth? What are the Growth Driver and the 3 Growth Accelerators? How can you influence revenue and profit growth? In this 6-minute video, Jane Ostler, Kantar’s EVP of Global Thought Leadership, explains the new go-to framework for marketers, and introduces you to one of the Starting Grids that will help you diagnose your brand’s position. To find out more about the Blueprint: https://lnkd.in/gcjXGBDD #CMO #BlueprintforBrandGrowth #Marketing #Blueprint

📈What is the Blueprint for Brand Growth? What are the Growth Driver and the 3 Growth Accelerators? How can you influence revenue and profit growth? In this 6-minute video, Jane Ostler, Kantar’s EVP of Global Thought Leadership, explains the new go-to framework for marketers, and introduces you to one of the Starting Grids that will help you diagnose your brand’s position. To find out more about the Blueprint: https://lnkd.in/esK_VcN5 #CMO #BlueprintforBrandGrowth #Marketing #Blueprint

📈What is the Blueprint for Brand Growth? What are the Growth Driver and the 3 Growth Accelerators? How can you influence revenue and profit growth? In this 6-minute video, Jane Ostler, Kantar’s EVP of Global Thought Leadership, explains the new go-to framework for marketers, and introduces you to one of the Starting Grids that will help you diagnose your brand’s position. To find out more about the Blueprint: https://lnkd.in/dBwjVjN8 #CMO #BlueprintforBrandGrowth #Marketing #Blueprint

📈What is the Blueprint for Brand Growth? What are the Growth Driver and the 3 Growth Accelerators? How can you influence revenue and profit growth? In this 6-minute video, Jane Ostler, Kantar’s EVP of Global Thought Leadership, explains the new go-to framework for marketers, and introduces you to one of the Starting Grids that will help you diagnose your brand’s position. To find out more about the Blueprint: https://lnkd.in/e2JWprr9 #CMO #BlueprintforBrandGrowth #Marketing #Blueprint

📈What is the Blueprint for Brand Growth? What are the Growth Driver and the 3 Growth Accelerators? How can you influence revenue and profit growth? In this 6-minute video, Jane Ostler, Kantar’s EVP of Global Thought Leadership, explains the new go-to framework for marketers, and introduces you to one of the Starting Grids that will help you diagnose your brand’s position. To find out more about the Blueprint: https://lnkd.in/e-gapZT4 #CMO #BlueprintforBrandGrowth #Marketing #Blueprint