Why brand difference matters in 2023

Sam Peña-Taylor

Outlines new research from Kantar and Oxford University into the brands growing their brand equity faster than average, and how difference tends to be at the core of brand effects and outsized shareholder returns.

The market is changing: first the internet and more recently inflation have changed the way marketing works and the objectives that marketers need to set. Where, in a lower interest-rate environment, volume growth was the central aim of marketing, the convulsions of the post-pandemic world have placed a new importance on being able to drive value sales; FMCG and mass-market company reports now regularly focus on the firm’s ability to support price increases.

“Lots of brands who are winning are doing so through driving value, not just volume and the problem is [that] some of the historical models of...

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