This webinar presents groundbreaking research that reshapes our understanding of brand growth. For the first time, Kantar has combined attitudinal and behavioral data at scale, revealing powerful insights into how brands achieve sustainable growth in today's dynamic market.

This blueprint challenges traditional brand growth models that rely heavily on brand penetration and availability. While these factors remain important, their research demonstrates a strong correlation between brand penetration and consumer attitudes, underscoring the crucial role of brand equity in driving growth.

The webinar will explore:

• The Power of "Meaningful Difference": Their analysis reveals that brands exhibiting high "Meaningful Difference" – the ability to meet consumer needs in a distinctive and memorable way – achieve greater penetration and penetration growth over time. We'll explore the strategic implications of building brands that resonate deeply with consumers, leading to stronger predispositions and sustained success.
• "Future Power" as a Growth Predictor: They introduce the concept of "Future Power," a key indicator of future growth potential. Brands with high Future Power possess a greater level of consumer predisposition relative to their current size, suggesting a significant "tailwind" for future expansion. We will examine how to assess and leverage Future Power to inform strategic decision-making and prioritize brand investments.
• The Critical Role of "Activation Power": While predisposition is essential, converting it into actual sales requires effective activation. "Activation Power" encompasses factors like distribution, pricing, and promotions that influence purchase decisions at the point of sale. We will highlight the importance of optimizing these elements to maximize the conversion of predisposition into tangible sales growth.

This webinar offers valuable insights for brand marketers to:

• Understand the evolving dynamics of brand growth in a data-driven marketplace.
• Develop strategies to build strong, distinctive brands that resonate with consumers.
• Identify and capitalize on growth opportunities by leveraging "Future Power" and optimizing "Activation Power."

Attendees will gain access to exclusive research findings and actionable intelligence that can transform their approach to brand building and drive sustainable growth in the years to come.