It’s hard to tell if something is good or bad unless we have something else to compare it to. A standard of comparison. A reference point.
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Walker Smith, Author at Branding Strategy Insider - Page 4 of 25
What consumers want most from a brand is a good product or service. Nobody wants to do business with the devil, though, so values are important. And people pay attention. But the bottom-line is product-first.
The results here come from a 2016 Kantar Knowledge Point report about five situations in which Kantar data show bad advertising can help competing brands. In other words, spending your ad dollars on behalf of the competition, not yourself.
There are moments when world events overtake brands. Moments when the macro forces in a scenarios workshop or the market risks that are bullet-pointed in a strategic plan become all too real. Moments that bring brands to a halt. Three such moments are imprinted on all of us: 9/11. 2008. 2020.
1. Meaningful Difference. Kantar’s singular BrandZ database of 20,000+ brands across 50+ countries is based on research tracking brand equity since 2006. It’s a leading resource for studying how brand value is built.