Page 6 - AeM_Sept_2018

RESEARCH, ANALYSIS & TRENDS

To ensure growth, you will need to be

disruptive

Every year, Kantar Millward Brown calculates the brand 1. Get out of your comfort zone: Every brand has
values of more than 2,000 international brands, which disruptive potential that just has to be released.
are listed in the global database BrandZ. A recent This is achieved on one hand with activities
analysis shows that less than 10% of these brands beyond the mainstream, and on the other hand
increased their value between 2014 and 2017. with a clear focus on the needs of the customers.

That many brands are leaving their disruptive potential, 2. Identify and address the need for change: Brands
and thus the expansion of market shares untapped, has who know what is important to consumers and
been named as an important reason for this how they behave towards a brand can make
development, the survey revealed. By contrast, Amazon better use of growth opportunities. The challenge
- the prime example of a disruptive business model - of any well-differentiated brand is to bring the
more than doubled its brand value over the same period. added value of change to potential consumers
and to become more meaningful in their eyes than
Obviously, young, fast-growing disruptors in the style of the competition.
Amazon, Netflix or Airbnb, have one thing in common:
they make everyday life easier for consumers. These 3. Understand fans, followers and loyal customers:
agile disruptors challenge the established brands, which On average, consumers pay 14% more for
generally show significantly lower growth. In marketing, branded products and services that are important
for example, companies could be more courageous and to them. In terms of business development and
add disruptive elements to their activities to create the value of a brand, it is therefore important to
additional growth opportunities for the business and thus not only target the right audience, but to influence
for the brand value. the perception of a brand as meaningful and
differentiated in order to sharpen the profile
The How Disruption Can Fuel Brand Growth study accordingly.
analyzes Do's and Don'ts and uses examples to
illustrate the growth strategies of disruptors in industries, 4. Consumer insights promote disruptive potential: If
such as e-commerce or automotive. In a nutshell, Kantar established brands lack clear differentiation, they
Millward Brown names seven points to drive brand run the risk of becoming "commodities" for
growth:
6 September 2018 - Marketing Analytics, Automation & Attribution