Mary Kyriakidi

Mary Kyriakidi is a Global Thought Leader at Kantar, specializing in marketing effectiveness, while Eric Tsytsylin is a Brand Strategy Partner at Lippincott, focusing on brand development. They discuss how marketers can establish trust with C-suite executives, emphasizing the need for better communication around brand value. The conversation highlights the importance of measuring brand loyalty, analyzing successful brand strategies like Netflix, and how brands can thrive amid economic uncertainty by leveraging data and fostering emotional connections with consumers.

Mary Kyriakidi, a global thought leader at Kantar, dives deep into the metrics that truly matter for brand growth. She reveals that meaningful difference can drive growth more effectively than mere distinctiveness. Mary warns against the promotion trap that undermines pricing power, urging brands to prioritize meaningfulness. She shares insights from Kantar's Diary of a CMO report, emphasizing the need for CMOs to align marketing with business metrics to gain boardroom credibility. Discover how to treat brand equity as a vital financial asset!

Mary Kyriakidi, a global thought leader at Kantar, discusses the important themes of pricing and budget pressure in the publication 'Modern Marketing Dilemmas'. Topics include the link between pricing and profitability, framing a brand in a meaningful way, and the meaningful different framework for demonstrating value.