Original Source: Kantar - https://www.kantar.com/MarketingTrends2024
Original Author: Kantar Insights
Key Insights:
Balancing Brand and Performance Marketing
Brands are increasingly balancing long-term growth strategies with short-term performance metrics. Maintaining this equilibrium ensures sustainable success in dynamic markets.
Purpose-Driven Branding
Consumers are drawn to brands with clear societal and environmental commitments. Purpose-driven strategies are becoming non-negotiable for relevance.
The Power of Consistency
Consistency across channels and touchpoints reinforces brand trust and recognition, particularly in omnichannel environments.
Conclusion:
Strong brand strategy and positioning require a mix of purpose, consistency, and adaptability. Companies that excel in these areas will foster loyalty and stand out in a competitive marketplace.
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