OUTsurance’s Post

Dears Marketers, Check your latest brand rankings basis consumer behavior (consumer reach points = population x penetration x purchase occasion) Celebrate your success 🎉🎉🎉

According to my good and very smart friends at Kantar, these are the Top10 most valuable brands in Brazil (all financial values are in US$ millions). This only highlights the importance of working your brand as the powerful (and very valuable asset it is), and of having a strong reputation mangement strategy in place. Here's the link to the full study in English: https://lnkd.in/dQGZ3zej Willian Jones Fernando J. Morey Sarmiento Odete Duarte #brand #branding #brandvalue #reputationmanagement

We had a fantastic turnout for our ‘Who Cares? Who Does?’ webinar — thanks to all who attended! If you missed it, the on-demand recording is now available.     Why It Matters:   ♻️ Understand sustainable behaviors shaping consumer choice   💡 Discover effective strategies for retailers and manufacturers   📊 Access detailed date from 15 European countries     Don’t miss this chance to enhance your sustainability strategy with the latest insights. Watch the webinar 👉 https://lnkd.in/ecuwnMuE      #WhoCaresWhoDoes #WCWD #ConsumerPanelServices #CPSGfK #YouGov #ConsumerInsights #ShopperInsights #SustainabilityTrends #FMCG #Retail

Love this from Mark Ritson and Kantar, in particular the simplicity. 🎯 Brand Salience > Everything. Strong Salience should push your brand into the consideration set. Manage for attention, not just brand image. 💡 Identifying Category Entry Points (CEPs) to drive consideration. 🔊 Identify and use those Distinctive Brand Assets (DBAs) consistently (jingles anyone?) 💥 Advertising wear-out? Doesn't really exist with great advertising... Keep reusing those best performing assets! 📌 Distinctiveness vs. Differentiation? Both! “Bothism” approach combines distinctiveness (standing out visually, consistently) and relative differentiation (being different where it matters for the category). 💼 Simple positioning is key: Get it right, then stick to it for decades — consumers don’t get bored as fast as we do. #BrandStrategy #MarketingInsights #MarkRitson #BrandSalience #Differentiation #Bothism #Marketing #DontGetBored

✨ As promised, all the content from our fantastic Kantar Ignite event is now live! 👀 You can watch our great speaker and panel sessions like this one Mark Ritson shared, or if you prefer a snappy summary of the insights from the day, you can download our Insights Unlocked report. 💡It's all right here so please jump in and do get in touch if you have any questions; https://lnkd.in/eJiqcnwR Amy McCoy Helen Pearson Dom Boyd Sarah Hazlehurst #KantarIgnite #Brands #MarketingEffectiveness #Marketing #Insights

Where do you find the jumping off points for innovation? Working with the team Insights by Kantar I have updated and added breadth and depth to my original research on marginal behaviours. In this report from Josh Stephenson you get a flavour for the work and how people like Deb Caldow (Ralls) at Diageo are using it. A downloadable version of the topline findings will be out this week. Link to article in comments #breakthroughinnovation #innovation #marginaltomainstream

Proper application of long-term and brand equity indicators: Identify the underlying business questions 🔎 A campaign’s effectiveness can only be assessed once it has ended. As a result, long-term models assume that all other factors remain constant: In a stable economic environment, the long-term performance of today’s campaigns is the same as that of yesterday’s campaigns. However, this can be challenged in contexts such as Covid-19 or inflationary periods… 📉 Can these measures be activated? Read our white paper to discover the standards and methodologies proposed by our Marketing Performance Hub think tank with AXA, Nestlé, and Pernod Ricard 👉 https://lnkd.in/e62yp5Fy Thibault Labarre | Matt Andrew | Rémi Devaux | Matthieu Joly | Jérôme Amouyal | Florian Combres | Camille Falguiere | Mathieu Ovaert | Gabriel Levinas | Antoine Genot | Pierric Kersaudy, PhD | Valerie Kaeppelin #MMM #MarketingMixModeling #BrandEquity

Many A-brands’ biggest competition comes from #retailers’ private labels. Proud to share that our Kearney study, for which we surveyed 4,000 consumers across 10 countries, shows that more than half purchase #privatelabel alternatives regularly or most of the time. Our study also shows that this trend is not slowing down. Learn more in the first article of our series on the rise of private labels: https://lnkd.in/eHyuGZZu Huge shoutout to my co-authors: Mirko Warschun Marcos Meibergen Eline Leermakers and the broader Kearney & Bolt Insight team for the great insights!

In the face of legislative pressures and evolving consumer preferences, innovation has become essential in the UK FMCG sector. Kantar’s Worldpanel data found that in 2023, new product development (NPD) contributed to over 11% of sales and drove 43% of growth for leading brands. Despite a challenging market, sectors such as beverages and pet food are at the forefront of innovation, attracting high spenders and boosting consumer satisfaction and retailer performance. Jackson Woods dives into how top brands are navigating this landscape. Read the full article to learn more: https://lnkd.in/gF5HpAwc #FMCG #Innovation #MarketGrowth #ConsumerGoods #StrategicPlanning

In the face of legislative pressures and evolving consumer preferences, innovation has become essential in the UK FMCG sector. Kantar’s Worldpanel data found that in 2023, new product development (NPD) contributed to over 11% of sales and drove 43% of growth for leading brands. Despite a challenging market, sectors such as beverages and pet food are at the forefront of innovation, attracting high spenders and boosting consumer satisfaction and retailer performance. Jackson Woods dives into how top brands are navigating this landscape. Read the full article to learn more: https://lnkd.in/eWsx7Rhq #FMCG #Innovation #MarketGrowth #ConsumerGoods #StrategicPlanning