Speaker: Isabelle Mérillou & Jochen Vandenbossche
What builds a brand for growth?
Isabelle will leverage the “Meaningful & Different” framework from Kantar Millward Brown to show how simple it can be it to identify the brands set for growth and those in danger of stagnation or decline.
Jochen will demonstrate the NeedScope model from Kantar TNS and how it is used to understand key drivers of irresistible brands, and how it can help marketers in building a powerful brand strategy.
During this session, you'll learn more about the following topics:
- What are the characteristics of a brand set for growth?
- How can brand marketers ensure they stay on top of their brand development?
- How does this tie in with communication strategy?
- How can irresistible brands evoke powerful consumer desire, which makes choosing them inevitable and competing with them difficult.
Isabelle and Jochen will illustrate this with local and global examples to bring this to life.