Summary & key ideas Blueprint for Brand Growth

Blueprint for Brand Growth is Kantar’s summary of its own long-running research into what makes brands valuable and what makes them grow.

Blueprint for Brand Growth summary: the key ideas

• Predisposition compounds. Brands people are already inclined towards convert demand more cheaply.
• Meaningful difference builds value. Being both useful and distinctive supports volume and price.
• Presence turns predisposition into sales. Being available where and when people actually buy.

Why we keep it on the shelf: it is a useful counterpart to the Ehrenberg-Bass view, and the two overlap in their conclusions more often than the public debate suggests.