For a decade or more, salience has been uppermost in the minds of marketers when thinking about how to grow their brands, but a BrandZ analysis, argued on WARC’s Cannes stage by Kantar’s Dom Boyd, suggests that meaningfulness and, especially, difference, are important factors to set alongside that.

Why it matters

Byron Sharp’s How Brands Growhas been hugely influential since its publication in 2010, but the world has changed significantly since then, not least with the rise of social media and e-commerce. The case here is that Sharp’s focus on the mental and physical availability of brands, while...