Unveils how brands that forge a strong sense of
connection drive brand growth at 5X market penetration with special
guests from Diageo, Mastercard, and PepsiCo
NEW
YORK, June 27, 2024 /PRNewswire/ -- Kantar,
the world's leading marketing data and analytics business and an
indispensable brand partner to the world's top companies, including
96 of the world's 100 biggest advertisers, celebrated the world's
top brands and brand architects at the Kantar Brand Gala, held last
night at Cipriani 25 Broadway.
The event featured insights from some of the world's most
valuable brands including Diageo, Mastercard, and Pepsi, who topped
Kantar's flagship Global BrandZ – the world's most detailed
consumer brand equity ranking linked to financial outcomes.
Wayne Levings, CEO Kantar NA and
Global Chief Client Officer, unveiled Kantar's key drivers for
shareholder growth in disruptive and unstable times.
"There's more competition and pressure put on brands now than
ever before. Being indispensable partners to the world's most
beloved brands for well over 50 years, we know what works and what
doesn't, and the key to success is connection," stated Levings.
"Connection is both a bastion against disruption and a lightning
rod for growing shareholder value. Our Blueprint for Brand Growth
provides a proven formula on how brands create effective, resilient
connection regardless of disruption or challenge."
Kantar's Blueprint for Brand Growth shows that brands who can
create a strong sense of connection are more Meaningfully Different
to consumers. Being Meaningfully Different results in 5x higher
market penetration today as well as a sustained advantage for over
two years, according to historical trends derived from 6.5 billion
data points. Kantar found that in 2024 brands that scored high on
these metrics grew +19% ahead of expectations.
The Brand Gala showcased leaders who discussed their brand
success story and how these learnings continue to drive impact
through market disruptions:
Predispose More People
Ed
Pilkington, Chief Marketing & Innovation Officer,
Diageo
Diageo's application of "Predispose More People" resulted in a
combined brand value of over $19
billion according to Kantar
BrandZ, with Guinness holding its place in the Most Valuable
Beer or Alcohol Brands ranking for 19 consecutive years.
Be More Present
Homi
Battiwalla, Global Head of Marketing Transformation,
PepsiCo
Stephan Hans, Global Head of CMI,
Analytics Marketing, PepsiCo
As one of Kantar's longtime clients with over 25 years of
partnership across more than 50 markets, BrandZ shows that PepsiCo
has over twenty $1billion dollar
brands as of 2024.
Find New Space
Pernilla
Winberg Babtist, EVP Partnerships and Sponsorships
Mastercard increased its value by +180% since 2008, by finding new
space and innovating as seen through BrandZ results.
Additional speakers included Kantar's Martin Guerrieria and
Margot Acton, who presented key
learnings and predictions on how to add dollar value to businesses
and achieve strong, sustainable growth.
To learn more about the brand gala, BrandZ, or the Blueprint for
Brand Growth, check out the gala homepage here:
https://www.kantar.com/north-america/campaigns/brand-gala-2024
About Kantar
Kantar is the world's leading marketing data and analytics
business and an indispensable brand partner to the world's top
companies, including 96 of the world's 100 biggest advertisers.
We have a complete, unique and rounded understanding of people
around the world: how they think, feel and act, globally and
locally in over 90 markets.
We don't just help clients understand what's happened, we tell
them why and how they can shape the future.
https://www.kantar.com/
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SOURCE Kantar