Thought Leadership

The Ultimate Balancing Act: Short-term and Long-term Results

Investing in your brand pays off, but BrandZ data shows that only a few brands are growing. Bram van Schaik says the key is to give just as much weight to the decisions that will impact the long-term as the short-term.

BrandZ Netherlands

Where Is The Youth Leading Us?

Greta Thunberg symbolises a growing trend of young people who strive for a more sustainable & healthier life. Natasja van der Laan suggests for brands to succeed in the future, they must take responsibility for their environmental impact.

BrandZ Netherlands

Avoiding Stereotyping In Advertising Pays Off

As a progressive country, it is sometimes easy for The NL to slip into missing what still needs to be done. Niki Schoeder discusses how ads representing more equal gender roles prove more effective at driving brand growth.

BrandZ Netherlands

Marketers: Be Conservative!

Brand assets are the foundation of a brand and what sets you apart from the competition. Erzi Eleveld shares the 3Cs of good brand assets, and 5 tips to help treasure and nurture this most valuable tool in your arsenal.

BrandZ Netherlands

Mastering Momentum As A Key To Success

Many companies have become risk-averse with a short-term outlook, focusing on incremental thinking rather than innovation. Hugo Schurink shares learnings from KLM and Heineken, two Dutch brands that have avoided falling into this trap.

BrandZ Netherlands

Why Attention Elasticity Is the Biggest Issue Facing Marketers

As marketers, we’re taught that we need to stand out. We need to capture an audience’s attention with messages across multiple channels and guide them down the funnel towards a checkout, repeat purchases, and, ultimately, loyalty. In today’s terribly noisy ecosystem, that’s easier said than done.

BrandZ US

Are you still trying to communicate your brand’s strength only with words?

"If you make something good, it will sell" no longer holds true in today's society. Asami Usuda suggests that brand building activities should address how visual and audio cues can shape intuitive judgements in consumers' brains.

BrandZ Japan

Why is That Brand Growing? – The Secret is in Touch Points

How do challenger brands compete against top brands for market share? Toshimitsu Sekii suggests the key is to create a differentiated brand experience and know how to make the best use of each touch point.

BrandZ Japan

Japan brands in decline – the importance of “Meaningful Difference”

Every year less and less Japanese brands rank among the Global Top 100. Hidehiko Otake discusses how Japanese brands can tackle this and strengthen brand equity by providing a Meaningful Difference to consumers.

BrandZ Japan

Beyond the catchphrase: why brands need to adopt customer centricity

Susan Sanei-Stamp discusses the importance of customer centricity, and how placing the consumer at the centre of your business decisions builds equity. What does your business do to ensure its focus is on the consumer?

BrandZ Canada

Getting gender right: portraying women in Canadian advertising

Many advertisers in Canada use US ads to save budgets, but they often present a very different portrayal of cultural values and gender roles. Kantar’s Scott Megginson discusses the opportunity for advertisers to rethink how ROI could be improved through better connection to local consumers.

BrandZ Canada

Brand Purpose In Canada

Canadian consumers today reward brands that exhibit a strong, useful and authentic purpose, but ensuring consumers are aware of your efforts is no easy task. Paul Gareau shares 3 key lessons to create an impactful brand purpose.

BrandZ Canada

Financial Growth or Brand Growth: The CFO vs CMO debate

Marketers are constantly faced with the question of whether to drive short-term financial growth or build long-term brand equity. Irvinder Kaur & Tanya Saran assess the debate. Their conclusions might not be what you expect.

BrandZ India

To Change or not to Change is NOT the Question

When the consumer is constantly changing how can businesses hope to achieve long-term brand growth? Through the lens of car manufacturer Maruti, Poonam Kumar explains how brands can stay relevant by consumers throughout the decades.

BrandZ India

Keeping it real

Many brands have relied on the same tried and tested growth models for decades, but those formulas are badly failing today. Bart Michels shares seven building blocks that companies must embrace to achieve sustained top-level growth.

BrandZ UK

From ‘own label’ to ‘exclusive brand’

As consumers have added more Private Label products to their trolleys, supermarkets have built powerful new brands. Martin Guerrieria and Matt Botham outline how differentiation is the key for other brands to compete against rising PL brands.

BrandZ UK

Meaningful Monzo?

UK customers banking needs are changing. BrandZ consumer data shows Monzo is positioned for greatness as it redefines what banking means today. So what does Monzo teach about brand building? Find out with Martin Guerrieria & Sara Reid.

BrandZ UK

Decoding the DNA of Business Growth

Delivering growth is now more difficult than ever before. Evolving customer experience and attracting whole-brained talent are two ways of many to build real growth in challenging times.

BrandZ South Africa

A Focus on Delighting Customers Help FNB Grow

Retaining its value twice as well as any of the Big Four banks, Nigel Hollis outlines the four branding approaches adopted by FNB for other South African marketers to emulate to build success.

BrandZ South Africa

Consumer-Centric Dynamic Journeys and Their Role in an ‘age of Experience’

There is often a gulf between the experience brands promise and what they deliver. Adhil Patel explains in order to get the basics right and refocus on the consumer, businesses must map the consumer's "journey" with the brand.

BrandZ South Africa


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