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How does Kantar Consulting help clients to accelerate their brand growth?

Our strategic consultants around the world partner with our clients to inspire actionable solutions that drive brand growth.

Our consultants in New York, London, Amsterdam, Johannesburg, Singapore, Beijing and Sydney help clients globally to design, develop and embed practical solutions.

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What do we do

In Spring 2024, we’ve launched the Kantar Blueprint for Brand Growth, the breakthrough understanding of how businesses build strong and profitable brands. For the first time in marketing history, Kantar has combined billions of attitudinal data assets with behavioural data to learn what drives sustainable brand growth. Kantar’s Blueprint for Brand Growth gives insights into what strong brands have in common, which activities make the biggest difference, and how to track and predict the most important metrics. 

Now, there is a great opportunity to elevate this evidence-based framework into an actionable Brand Growth roadmap. This is where the Kantar Blueprint Diagnostic Solution comes in, an innovative solution that helps you outgrow competitors and achieve growth targets with confidence: Where the Kantar Blueprint for Brand Growth builds a unified point of view on brands and shares what we know about how to create brand value, the Kantar Blueprint Diagnostic Solution is an activation program that elevates multiple datapoints into a root cause analysis, and translates these findings into a practical growth roadmap. Supported by best-in-class examples, category-inspiration, bespoke engagement moments and a tailored organizational assessment to accelerate internal enablers for growth.  

Basically, the Kantar Blueprint Diagnostic Solution supports CMOs by not only defining the future of marketing, but also by walking the right direction together towards that point at the horizon – while ensuring added brand value from step one. 

 

How do we do it 

The Kantar Blueprint Diagnostic Solution is a proprietary program that ensures collaboration with the client, commitment and engagement across significant stakeholders within an organization. 

The concrete deliverable of the Diagnostic Solution is identified brand growth potential, incl a client-specific Brand Growth roadmap for the next 18-24 months with clear direction on key initiatives and Jobs to be Done. Jobs to be Done will be on WHAT (marketing mix; external world) & HOW (organizational pillars; internal organization). 

The Kantar Blueprint Diagnostic Solution starts with clearly defining the category we research and activate, and can span multiple markets, aggregating the insights. To keep it actionable, final Jobs to be Done will be localized per brand. 

The workshop-led approach is based on Kantar Blueprint for Brand Growth data & insights, and supported by best-in-class examples, category-inspiration, bespoke engagement moments and a tailored organizational assessment to accelerate internal enablers for growth. 

The trajectory is led by Kantar’s Consulting division and secures cross-divisional expertise with our Insights Brand Domain and Worldpanel colleagues.  

Basically, where the Kantar Blueprint for Brand Growth is the ultimate voice in all the ‘noise’, the Kantar Blueprint Diagnostic Solution is the realistic ‘hands and feet’. 

Questions we help clients answer  


Now we’ve connected the dots (data & insights), how to effectively leverage the brand potential?  
 - How to turn knowledge into action, how do we get from ‘as-is’ to ‘to-be’? 
 - What does it take to elevate the root cause analysis into a simple and bold brief of actions and roles & responsibilities?  
 - What type of activities does it take externally across the Marketing Mix (“WHAT”)? What type of activities does it take internally across the organisational pillars (processes, tools and capabilities; “HOW”)? 
 

How can I organize for and keep on pushing our growth roadmap?  
 - How to best show up as strategic partners for driving business growth within my organisation? How do I ensure all stakeholders across different functions (e.g., including sales, category planning, innovation, R&D, etc.) are committed to the growth roadmap? 
 - How do I take lead and keep momentum? How to mitigate risk of (re)focusing on short term brand and business results? 
 

What are metrics to measure success?  
 - How do I know if I’m still on-track? What are best growth metrics for my category; how to look beyond corporate P&L metrics? 
 - What if category or competition outsmarts my approach; what can I learn from best-in-class examples?  
 - How to best celebrate growth milestones along the journey? 

If you are interested in engaging with Kantar Blueprint for Brand Growth, feel free to download our Blueprint book or browse all Blueprint thought leadership here: Blueprint for Brand Growth (kantar.com). 

If you are interested in running a Blueprint Diagnostic project, please reach out to Kantar Consulting: Nico Stouthart, Senior Partner (nico.stouthart@kantar.com )