Future Proof

Jane Ostler talks to Kantar’s Adele Joliffe about the first Growth Accelerator in the Blueprint for Brand Growth. Brands need to Predispose More People to increase the probability of purchase, and this can be measured through Demand Power and Pricing Power. Adele highlights the importance of predisposition in both acquiring new customers and retaining existing ones, emphasising that it is not a guarantee of loyalty but rather a spectrum, where the goal is to strengthen and scale predisposition among as many individuals as possible.Examples from various sectors, including grocery retail and streaming video, show successful strategies in building predisposition, such as M&S Food's seasonal advertising and Netflix's low churn rate due to high equity. The conversation also covers the role of media, creative content, and experiences in amplifying a brand's meaningful difference, with digital ads evoking stronger emotions being particularly effective. Overall, predisposition is presented as a multifaceted concept that, when leveraged effectively, can significantly enhance a brand's market position.To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.

In our first of four special Future Proof podcast episodes about the Blueprint for Brand Growth, which aims to help CMOs and marketers drive value, especially in challenging economic times. Host Jane Ostler talks to Kantar’s Graham Staplehurst about the Blueprint’s Growth Driver, Be Meaningfully Different to More People. This episode highlights the importance of growing revenue, margin, and brand value. Strong brands are shown to outperform the stock market and are more resilient to economic shocks. Graham talks about the key to growth being meaningfully different to more people by creating rich, meaningful associations in consumers’ minds and differentiating from competitors. This difference can be functional or emotional, offering something unique that competitors can’t, which helps in commanding higher prices and driving margin growth. Measuring meaningfulness, difference, and salience over time is crucial for guiding strategy, checking execution, and signalling brand value to investors. Advertising and marketing are investments that add to the asset value of a business.To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.

Join J. Walker Smith, Global Knowledge Lead at Kantar, and Mark Visser, the Global Head of Consulting at Kantar, as they dive into the future of AI in marketing. They discuss how AI can transform marketing through efficiency and strategy, sparking a generational divide in perspectives. The conversation shifts to the evolving roles of Insight teams, focusing on long-term planning amid rapid AI advancements. With a strong emphasis on quality data and innovation, they reveal how to navigate challenges while seizing new opportunities in an AI-driven landscape.

Dr. Helen Edwards discusses how marginalized behaviors can spark mainstream trends in marketing. They explore concepts like Wicca for innovation and the importance of demand-driven innovation. The podcast also looks at future trends like the quantified self and Living Off the Sea, highlighting the transition of niche trends to broader acceptance.

Mark Read, CEO of WPP, discusses challenges for CMOs like media fragmentation and global branding. He emphasizes AI's role in enhancing creativity and marketing strategies. The importance of 'fewer, bigger, better' initiatives for growth and brand consistency is highlighted. The discussion explores using AI for brand differentiation and the future of media and creative integration in marketing.

Marcel Marcondes, Global CMO at AB InBev, discusses the importance of brand in driving growth. AB InBev's success with brands like Budweiser and Corona in the top 10 most valuable global beer brands. They focus on building iconic brands with global consistency and local relevance. Explore how Corona became the most valuable beer brand by combining functional and emotional elements. Learn about AB InBev's strategies for identifying new spaces for brand growth through consumer insights and their partnership with the International Olympic Committee in the non-alcoholic beer market.

Join Sumit Virmani, Chief Marketing Officer at Infosys, as he discusses brand building strategies, creating emotional connections with consumers, and balancing short-term growth with long-term investments. Explore how Infosys differentiates itself through innovation and purpose-driven initiatives, while adapting to changing consumer needs and utilizing AI in marketing.

A conversation with Kirti Singh, Chief Analytics, Insights, and Media Officer at P&G, explores the role of brands in driving growth globally. Topics include global marketing strategies, analyzing Dawn brand in P&G, brand's role in pricing strategy and consumer experience, and leveraging human sciences and AI in consumer insights.

Jane Wakely, Chief Consumer and Marketing Officer at PepsiCo, discusses the importance of brands in driving growth and creating positive impact. Topics include global marketing strategies, overcoming challenges, maintaining relevance, innovative product development, and sustainable consumer choices.

In this podcast Duncan Southgate, Senior Director of Global Creative at Kantar, talks to Chris Lindsley, Global Insights and Analytics Director at Reckitt Benckiser, about the role of attention in the creative development process. Hear about Reckitt’s communication strategy and the importance of having clear objectives to drive consumer actions. Chris also shares his approach to different attention metrics, the value of facial coding in capturing attention and emotional response, as well as the challenges for marketers going beyond behavioural metrics to identify effective attention.Related content: Attention beyond views for creative effectiveness Hosted on Acast. See acast.com/privacy for more information.