Building meaning, difference and salience with BrandSustainability
Description
In this episode, Managing Partner Jonathan Hall, speaks with Karine Trinquetel, Head of Offer at Kantar’s Sustainable Transformation Practice to introduce a new, transformative, brand development tool called BrandSustainability which is designed to bridge clients' sustainability strategy with their brands.
Karine explores how the key growth pillars outlined in Kantar’s ‘Blueprint for Brand Growth’ have been embedded into BrandSustainability to ensure that sustainability can be used to increase brand penetration, meaningful difference, and to uncover new spaces or growth.
Karine also discusses the importance of the value-action gap, since data has shown that 85% of consumers say that they want to make better choices, but only 29% follow through in their consumption patterns. Kantar’s research reveals that brand equity tied to sustainability can help bridge this gap: "strong brand perception and equity in this space might well be the missing piece to demand to action and close the value-action gap."
If you are a marketer, strategist or brand builder seeking to grow your brand through sustainable marketing, this episode offers practical solutions on how to grow your brand responsibly and meaningfully with Kantar.
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