How meaningful difference helps brands grow

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 suggests that meaningfulness and, especially, difference, are important factors to set alongside that.

Watch Dom Boyd’s WARC session at the Cannes Lions Festival 2022 here.

Kantar’s BrandZ is all about brand valuation, combining published financial data and consumer perceptions to create rankings and to track trends in the commercial world. At its heart,...