Articles & Opinion

The influencer era

The digital era has brought with it an additional level of complexity for marketers as consumer trust is tested in the age of information. Kantar's Nicola Dambrosio shares his three lessons for effective advertising today.

BrandZ Italy

Bargain Hunters and Organic Fans – A German Contradiction

Ecological and ethical production is no longer a German peculiarity but a European phenomenon, providing German marketers ideas for opportunities within their own market.

BrandZ Germany

In the Driving Seat

Marketers need to stay in the driving seat, using real-time data to optimise their marketing ROI.

BrandZ Germany

Beyond Activation – The Broader Value of Segmentation

With the rise of smartphones and mobile e-commerce, programmatic targeting and individualised mobile advertising are essential for brand success - but are our current levels of targeting enough?

BrandZ Germany

Smashing Silos – How New Tools Track Campaigns Across Channels

The success of a campaign should be measured on whether it reaches the right people, but with an increasing number of channels how can we make sure we are targeting the right ones?

BrandZ Germany

Brand building with YouTube in Southeast Asia

With increasing online video consumption in Southeast Asia, YouTube in particular shows great brand-building potential through its ability to maximise reach, build increased brand impact, compound campaign synergies and unlock greater efficiencies.

Holistic Brand Guidance: Driving growth through agile intelligence

Clients are increasingly questioning the relevance of brand tracking, but it’s not because they don’t see the value of brands. Pierre Gomy explains how the latest updates can give you the insights you need to fuel long-term brand growth.

BrandZ France

Redistributing power in the new connected ecosystem

We are on the brink of a digital rebellion, in which consumers might increasingly reject many of the ways in which technology has come to rule their lives. It’s been a long time brewing.

BrandZ France

Disrupt the status quo to sustain brand growth

Analysis of over 2,000 brands measured via BrandZ™ between 2014 and 2017 shows that fewer than one in 10 brands grew significantly. The key to success for those that did grow? One word: disruption.

BrandZ France

Digital rebellion and directing emotion

The reality of digital now is that it pushes us to be ever more creative. But do not be fooled. Creativity is fascinating, but in the digital age it can be extremely violent.

BrandZ France

Shake it up – unleash your creativity!

You cannot disrupt the status quo if no one knows what you have to offer. Disruptive brands do not advertise, the pundits say. They don’t have to; the media are more than happy to promote them. But, once they become established or the competition catches up, they too turn to advertising.

BrandZ France

Consumers Are at the Heart of Many Brands, but Let’s Also Protect the Heart of Our Brands

Being agile has helped many brands keep up with the times, but as the average lifecycle of a brand accelerates building an iconic brand becomes harder and harder. Bram van Schaik explains the key to striking the balance between innovating and staying true to your brand’s core purpose.

BrandZ Netherlands

Purpose 2020 - Igniting Purpose Led Growth

Being a purpose-led business is no longer an option, it is essential for your brand to survive. Robert-Jan Dhond explains how to take your business’s purpose from a part of your strategy to part of a wider movement alongside your consumer.

BrandZ Netherlands

Netherlands: The Perfect Startup Delta

The Netherlands has historically been a place for the savvy businessman to invest – but is this still the case? Hugo Shurink explains how the country is ready for the future.

BrandZ Netherlands

Brand Building Is Key to Succeed in a Digital Age

In an age where algorithms and new technologies are making buying decisions for consumers, brand is increasingly important. Erzsi shares the three key branding principles to ensure your brand survives the digital age.

BrandZ Netherlands

Freelancia: What Drives Hustlers, and How Brands Can Harness Their Power

Walk into any coffee shop during ‘office’ hours and try to find an open table. You will likely have to wait, unless you are very lucky. Coffee shops, swanky hotels, and other public places have become the favourite office of freelancers, gig workers, and side-hustlers.

BrandZ US

Combatting Slow Growth by Unlocking New, Polycultural Markets

As growth becomes more elusive and disruptions large and small erode market share from established brands, businesses need new ways to win. Increasingly, brands have become aware that growth requires reaching out to historically underserved or overlooked consumers.

BrandZ US

America’s Pastime: The Game of Growth

With more than a third of the US Top 100 headquartered in or around Silicon Valley it is no wonder that established giants are taking a leaf out of their playbook for success. However, the mindset, strategies and activities can all be replicated by brands at all stages of their lifecycle. Kantar Consulting’s Victoria Sakal breaks down the playbook.

BrandZ US

S-curves – The Long and Short (Term) of Brand Growth:

A conversation between Stephen DiMarco, Chief Digital Officer at Kantar Insights Division, North America, and Jim Meyer, Executive Director, GroupM.

BrandZ US

The role of digital in optimising ad spend in Southeast Asia

Squaring Reach and Impact, the latest report from Kantar Millward Brown, looks at the role of digital in optimising ad spend in Southeast Asia and provides recommendations for marketers looking to create the optimal media mix.

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