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Kantar - How Brands Create Value Graham & Jorge - Coggle Diagram
Kantar - How Brands Create Value Graham & Jorge
Graham Staplehurst
Thought Leadership Director @ Kantar BrandZ
Jorge Alagon
Global Head of Data Science @ Kantar Creator of the
Meaningful Different Model
Can you tell us more about the BrandZ model?
-> trying to understand how brands not only grow, but create value
What's Kantar's vision behind BrandZ?
Takeaways
What's the big takeaway for marketers and brand managers?
You've got a great line from Bob Hoffman“So many brand strategists. And so little brand strategy”.
What do you mean by that?
How can people find out more about the both of you and your work?
Can you tell us about Kantar's Database? What makes it valuable?
Overview
Why did you land on those 3 elements?
What do you mean by
Different
Salient
meaningful
Explore
Does that change over the short v. long term?
Does it make a difference between B2B and B2C?
What problem is the meaningful different framework trying to solve?
Has the model improved or changed over time? if so, how?
A former colleague of ours asked a great question - do you know or do you THINK you know. As a result of this framework, are there any assumptions or myths that marketers & strategists should rethink?
What are the big lessons you'd like marketers to learn from this framework?