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11 July 2022
A new theory of brand growth points to meaningful difference over meaningless differentiation
Brand equity & strength
Brand valuation
Brand growth
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.
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