Leveraging distinctiveness as a driver for brand growth

Lee Rolston and Hazel Freeman

This research addresses the fundamental issue of brand attribution in marketing and emphasises the significance of brand assets when it comes to driving recognition in a constantly shifting consumer landscape.

This article is part of a Spotlight series on drivers of brand growth. Read more

By 2025, it’s forecast that $4.7 trillion will be invested in marketing every year (Forrester, Global Marketing Forecast, 2022). All in service of driving ROI and brand growth.

That investment not only sets out to drive salience, but also consideration, help create expectations and ultimately drive conversion to purchase. In the digital ecosystems that today’s brands operate within, it’s vital we track and optimise the lower funnel metrics. But what about the fundamentals of branded recognition. Do we know who the...

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