Articles & Opinion

The future of brands is female

Despite untapped opportunities to connect with women, many brands remain rooted in old stereotypes. Valkiria Garre discusses three Brazilian brands that are ahead of the game when it comes to female representation.

BrandZ Latin American Brands

A look at brands and how Colombians perceive them

Marcela Perez de Arce argues Chile's social crisis is a unique moment to understand and genuinely tune brands into people's real desires and needs.

BrandZ Latin American Brands

Opportunities arising from the crisis

Marcela Perez de Arce argues Chile's social crisis is a unique moment to understand and genuinely tune brands into people's real desires and needs.

BrandZ Latin American Brands

Brands must join the gender discussion in a genuine, credible way

Brands that understand femininity and masculinity and target both genders with their marketing perform 80% better. Mariana Fresno suggests that all gender-related marketing must be credible and not seem opportunistic.

BrandZ Latin American Brands

Matching strategy to a context of change

How can brands drive growth in the complex context of cultural change in Peru? Catalina Bonnet suggests sustainable growth requires strategies that consider the new rules and emerging values of Peruvian society.

BrandZ Latin American Brands

The 3rd age of consumption

What does the Third Age of Consumption require from brand management? Thorsten Esch discusses the new challenges presented to brand managers such as serving niches via micro-targeting whilst also focusing on brand purpose.

BrandZ Germany

What’s the big idea?

What separates a truly big idea from one that is merely ordinary? Edvin Babic argues that it is consistent, emotional storytelling that makes consumers resonate with the brand and get a clear sense of its purpose.

BrandZ Germany

Don’t fly blind

KPI development is an essential part of brand management, linking brand strategy expertise with analytics. Andreas Hilgers discusses the 3 key questions to ask when developing specific brand KPI systems.

BrandZ Germany

Brand Influencer Fatigue: Is influence marketing running out of steam?

Influencers' engagement rates have collapsed as consumers feel saturated by the boom of influencer marketing. François Nicolon discusses how brands can rebuild trust to offer a more qualitative influencer experience.

BrandZ France

Gender representation in advertising: brands have to reset the balance

Gender roles in advertising are changing fast and there are opportunities for marketers who keep pace. Anne-Lise Toursel discusses how French ads are getting gender wrong and shares key takeaways for media targeting and effectiveness.

BrandZ France

Social networks: tomorrow’s advertising models

Is the advertising model of social networks under threat? Marianne Tournery discusses how initiatives such as the One-Click Shoppable Posts on Instagram demonstrate that advertising on social media still has a bright future ahead.

BrandZ France

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

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