Kantar Australia | Brand Guidance

Mumbrella: Advertising’s gender stereotypes are hurting brand value, claims Kantar

Posted at h in AdReaction, Brand Guidance, Creative Development, Diversity & Inclusion, Media & Digital, Talk

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Advertisers are lagging behind contemporary society’s attitudes to gender and their failure to reflect that is costing male-skewed brands, claims Kantar in its 2019 Ad Reaction report. The WPP-owned research house’s survey found 66 per cent of Australians believe advertising conforms to gender stereotypes, despite 83...

AdReaction 2019 – Advertising complacency perpetuating gender stereotypes in Australia

Posted at h in AdReaction, Brand Guidance, Creative Development, Diversity & Inclusion, Media & Digital, Think, Winning With Women

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Failure to contemporise advertising costs male-skewed brands billions in brand value Failure to portray and target women well impacts ad and campaign effectiveness 66 per cent of Australians believe advertising conforms to gender stereotypes 55 per cent of Australians think advertising reinforces harmful norms Male-skewed brands globally are valued...

CMO Analysis: Gillette’s latest ad only proves why brands standing for positive change is vital

Posted at h in Brand, Brand Guidance, Talk

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"People are more likely to engage with brands which stand for something and reflect the culture we live in,” says Kantar’s Director, Brand, Brian Walker-Catchpole. “We also know that some brands overstep the mark and make absurd claims about values they could never hope to emulate...

Opinion: Why brand momentum matters to marketing success

Posted at h in Brand Guidance, Branded Experience, Think

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Sales today are often earned in the past and today’s marketing actions have consequences next year. Kantar Millward Brown EVP and Chief Global Analyst Nigel Hollis discusses why one of the most important things that marketing does is to help keep up a brand’s momentum....

Report: Blurring Boundaries – the new relationship between people and brands

Posted at h in Brand Guidance, Branded Experience, Think

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In a new report just released, Kantar identifies the five major digital challenges brand owners need to overcome to improve marketing in a stressed digital era. Blurring Boundaries is an exploration of the changing dynamics in the relationships between people and brands caused by technology....

Opinion: is resilience a strong brand’s greatest benefit?

Posted at h in Brand Guidance, Think

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Usually when we talk about the benefits of developing a strong brand we focus on its potential to amplify gains, to sell more or to price higher; but what if the greatest benefit of a strong brand is to help a business survive setbacks? Kantar...

Insight: Authentically disruptive: staying true, thinking differently

Posted at h in Brand Guidance, Branded Experience, Think

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Disruption is happening all around us, from the TV that we watch, to the taxis we take or the way we make payments. By definition, something that “interrupts an event, activity, or process”, disruption has become a code word for products, services or marketing that...

Webinar: Discover how disruption can fuel brand growth

Posted at h in Brand Guidance, Think

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Kantar Millward Brown's analysis of 2,000 brands in the BrandZ™ global database found fewer than 1 in 10 brands grew in the three years between 2014 and 2017; yet Amazon more than doubled its brand value simply by making people’s lives easier and less expensive....

Webinar: Illuminating truths – elevating brands through storytelling

Posted at h in Brand Guidance, Branded Experience, Think

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Content is now democratised. Anyone with an internet connection can be a creator, sharing their opinions, images and thoughts at the touch of a button. The speed of this creation is accelerating as technology advances. In such a noisy environment, it’s a challenge for brands...

In depth: The art of dealing with Generation Z

Posted at h in Brand Guidance, Think

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Our Head of Brand Guidance Gareth O'Neill tells CMO's Jennifer O'Brien how to survive and thrive when marketing to the emerging generation coming after millennials. Read the full article here....