Articles & Opinion

Work on Your Purpose with Purposeful Brands

Antoni Lopez discusses how brands can leverage a strong brand purpose to drive sales.

BrandZ Germany

Disruption and Innovation: The Keys to Growth

The ability to innovate and adapt to new markets and competitors is a determining factor in the growth of companies. Josep Montserrat discusses six critical tools for business disruption today.

BrandZ Germany

Conversations That Connect

The technological evolution in communication has allowed brands to join conversations in previously inaccessible environments, but brands need to ensure they are enriching the conversation, not just adding to it.

BrandZ Germany

From Meaningful to Different

Doing nothing is worse than making mistakes. Ricardo Pérez discusses how to find and exploit you brand's point of differentiation to succeed.

BrandZ Germany

Sponsors’ Winning Strategy

If done right sponsorships can be a valuable tool for brand communications - but pose a risk if done wrong. Diego Bernabé Chozas shares his key lessons when looking for a brand spokesperson.

BrandZ Germany

More intimate approach can build life-long bond

When things go wrong we need to trust that our chosen insurer will be there to help - not make things more difficult. To build this trust, insurers need to work on creating a closer bond with their clients. Kantar's Valeria Chiappini explains.

BrandZ Italy

Banking on better CX

Everybody knows that we live in the "Age of the Consumer", but few companies have been able to create truly customer-centric brand experiences. Kantar's Eugenio Tavolaro explains the transformative power brand experience can have on business.

BrandZ Italy

Salvini’s lessons for brands

As categories break down it is important for marketers to be open to lessons in great marketing from unexpected places. Kantar Italy CEO Federico Capeci looks at Matteo Salvini's political campaign to see what we can learn from his growing popularity

BrandZ Italy

Brands and cultural context

The role of brand in the world of prescription pharmaceuticals differs when the consumer relationship is mediated by a doctor. Kantar Health Division's Gianfranco Salvi discusses how a drug brand can, under the right circumstances, become as evocative as a B2C brand.

BrandZ Italy

Redefining the shopper journey

The shopper journey is being redefined in the new era of commerce. Elena Capelli from Kantar identifies three long-term ways to engage consumers and influence their buying behaviour.

BrandZ Italy

To share or not to share?

Consumers are becoming increasingly aware of the value of their data to brands - and the potential dangers of sharing it. Gabriella Bergaglio from Kantar outlines the ways brands are trying to reassure consumers

BrandZ Italy

The Cultural Clash Between Luxury and The Social Media Age

Historically the power of luxury brands has been in their elusive exclusivity, but how does this match up in today's social media world? Silvia Andreani from Kantar discusses.

BrandZ Italy

‘Disruptive creativity’ accelerates brand growth

Creative disruption - a can of worms or a calculated risk? Kantar's Stephanie Leix discusses the benefits.

BrandZ Italy

Personalization is the new black!

First there was the drive for standardisation. Now consumers desire an experience as personal and unique as they are. Kantar's Lorena Cocozza discusses.

BrandZ Italy

Make Connections to Earn Trust

The concept of 'trust' is constantly evolving - so how should brands earn the trust of today's consumer? Kantar's Giovanni Rainoldi discusses.

BrandZ Italy

Mobile payment poised for take-off

Mobile payments are poised to take off in Italy, but Fabrizio Andreose from Kantar argues that there is still a long road to a cashless nation.

BrandZ Italy

Breaking with tradition?

With the digital sector powering the growth of advertising investment, Mauro Stoico from Kantar asks what the future holds for "traditional" media?

BrandZ Italy

What’s happening to our kids?

Robert Lietti from Kantar outlines how the lifestyle of today's children - those born after 2010 - will shape the consumer of tomorrow.

BrandZ Italy

Humanizing brands

As physical and digital boundaries blur, Kantar's Cristina Colombo argues brands needs to learn to be more human. Find out what brands need to do to connect with consumers now the rules have changed.

BrandZ Italy

Passion, surprise and expertise

Millennials today say that when they shop they want passion, surprise and expertise. But what does this mean for retail brands? Kantar's Roberta Lombardo discusses.

BrandZ Italy

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