Every time someone asks me to prepare a presentation on Brand ROI for C-levels :)

Unlocking Brand Growth: The Game-Changing Power of Consumer Insights ?

In today’s competitive landscape, brands must not only capture attention but truly connect with audiences on a deeper level. The latest Blueprint for Brand Growth from Kantar offers a framework that can transform your brand strategy with insights that matter.

Key takeaways for brand leaders and CMOs:

1️⃣ Be Meaningfully Different: Brands need to stand out in ways that resonate emotionally and functionally. Don’t just be different—be relevant. Brands that achieve this connection grow faster and attract premium loyalty.

2️⃣ Predispose More People: Building a positive predisposition means loading the dice in your favor. This "head start" comes from consistently aligning brand exposures and experiences with consumer values and needs. The brands that manage this are the ones that convert, time after time.

3️⃣ Find New Space: Explore uncharted territories in your category or innovate beyond traditional lines. Whether it’s a new audience or an untapped need, brands that boldly step into these spaces become category leaders.

More in the attached file. Enjoy! ?

? Why CMOs Should Prioritize Brand-Building Over Quick Wins?

According to CNN and MTM latest research, brand-building isn’t just about awareness; it’s about creating meaningful, long-term connections in an era where short-term tactics are tempting. With 40% of marketers feeling pressure to focus on immediate sales, it's clear that balancing quick results with sustainable growth is a challenge.

Here’s the big takeaway: A strong brand impacts every stage of the consumer journey. Data shows that campaigns focusing on brand awareness, authenticity, and purpose-driven storytelling drive both immediate engagement and loyalty, ultimately leading to sustained growth—even during economic uncertainty.

Key Insights for CMOs and Brand Directors:

1. Brand Trust & Loyalty: Consistency in messaging builds trust and fosters brand loyalty, especially valuable in times of market instability.

2. Always-On Approach: Top marketers are adopting “always-on” strategies to keep brands top of mind. This continuous presence ensures that the brand is a familiar and trusted choice when consumers are ready to purchase.

3. Integrated Campaigns: A strong brand foundation boosts performance marketing. In fact, integrating brand and performance efforts can amplify outcomes, making budgets work harder.

4. Purpose-Driven Marketing: The modern consumer is drawn to brands with a clear purpose. Use storytelling to communicate your brand’s values authentically.

For CMOs, this is a call to rethink strategy: Less short-term pressure, more focus on building a brand that resonates today—and tomorrow. ?

Trying to measure a brand?

Use The Brand Report Card. Initially it was published by marketing professor Kevin Keller in the Harvard Business Review.

It identifies 10 characteristics shared by the world’s strongest brands and constructs a report to help managers to think about their brand’s performance.

The brand report card exercise can then be repeated once a year internally or externally to measure the progress on improving areas of concern. It’s also a great idea to do this measurement vs. your direct competitors brand or brand that you get inspirations from.

Here are 2 examples of brand report cards:
1. Pepsi
2. Starbucks

You can not manage something you don’t measure! So, use it!

Attached is a template for Brand Report Card & an article on “The marketing advantages of strong brands” by Kevin Keller & Steve Hoefler.