Jane Ostler

In this discussion, brand growth strategist Jane Ostler teams up with Rob Wade from Kantar to uncover innovative paths for brand expansion. They explore how brands like San Pellegrino and Lurpak have diversified successfully without jeopardizing their core products. Strategies around premiumisation and catering to price-sensitive consumers are highlighted, as well as the importance of aligning innovations with existing brand identities. The duo emphasizes that informed exploration of new categories and services is key to sustainable growth.

Jane Ostler, EVP at Kantar, discusses Kantar's Blueprint for Brand Growth report, exploring the importance of being 'meaningfully different' in brand growth. They delve into strategies for creating positive biases, brand exposure, and the evolution of marketing models. Top brands like MasterCard and Heineken are highlighted for their successful growth strategies.

Join Jane Ostler from Kantar, a marketing data and analytics powerhouse, as she unpacks the role of AI in modern marketing. Jane argues that AI should be a creative ally, not a competitor. She shares insights into why many AI projects stall and the critical role of data quality for success. Discover how brands like Coca-Cola leverage AI for campaigns and the importance of understanding cultural nuances in diverse markets. Transparency and human oversight are key to winning consumer trust in this tech-driven landscape!