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.
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.
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.
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.
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.
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.
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.
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.
A conversation between Stephen DiMarco, Chief Digital Officer at Kantar Insights Division, North America, and Jim Meyer, Executive Director, GroupM.
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.
In a world that can be sometimes cynical, it is easy to fall into the habit of thinking that if something is talked about often, especially in business, that it is a ‘Buzz Word’. In some cases this may be true, but the topic of data visualization is not one of these instances.
Brands are increasingly challenged to find growth in uncomfortable places. Now more than ever, marketers have to be ready to lead disruption of their particular competitive landscape.
The world of marketing has grown and there is a myriad of ways consumers can be targeted from where to reach them to the content you use to get their attention. One option is to identify and own key “moments of consumption”. Mahesh breaks down the five key categories these “moments” fall into.
It is impossible not to be aware of Nike’s new campaign, that stands behind a controversial cultural issue with Colin Kaepernick as the narrator. The ad immediately generated a massive amount of buzz, but it posed a deeper question: Besides getting noticed, will this help or hurt Nike as a brand?
With the increase in natural disasters in recent years, many organizations have stepped up to play their part in Corporate Social Responsibility (CSR). For Hurricane Florence alone, companies across many categories did their part. Consumers are no longer just asking, ‘What do you stand for,’ but also, ‘What do you stand up for?’” It seems to reason that aligning resources with consumer interests can lead to long-term trust and brand loyalty.
How do you define true innovation and leadership? To me, truly leading innovation does more than disrupt the established order; it shapes and creates something genuinely ground-breaking, delivering benefit for all consumers and perhaps establishing an entirely new competitive landscape in the process.
Brands can be built on Facebook and Instagram, but marketers will be most successful if they also understand the context of the platform. Jane Ostler, Global Head of Media, Insights Division at Kantar, explains best practice.
Kantar TNS set out to determine whether financial services organisations and their brands are appropriately valuing their women customers, and whether women feel that they are valued customers. We conducted a UK-wide study based on 31,291 interviews and involving more than 650,000 women.
Without trust there is no love. As todays consumer becomes better informed they look for brands they can trust to deliver on their promises – not just on the products they offer but through everything they do.
During this thrilling World Cup, we’ve been keeping an eye on the brand advertising that is focussed on long-term brand building, rather than a short-term sales boost. Results show that the most effective ads tell relatable stories that capture the joyful spirit of the event. Celebrities and big budgets are no passport to success – ‘real’ stories that connect to the brand and what it does are the key to long-term brand building.