Ben Cicchetti’s Post

That’s the last piece of the puzzle in the case FOR accessible advertising. There are really no reasons left to justify creating inaccessible ads. Let’s go ! If you don’t know where to start from come talk to our brilliant RNIB team and book yourself in for our Accessibility Masterclass for Creatives #a11y #accessibility #advertising

📣 New insights! Inclusion = income, and we have the data to prove it! The headline findings of an industry first study led by the Unstereotype Alliance and Saïd Business School, University of Oxford proves that: 1 ) Progressive advertising drives significant sale impacts: +3.46% in direct sales uplift and +16.26% in longer term sales uplift. 2 ) Brand Equity is improved by progressive advertising: Brands that score highly on progressive advertising indicators are 9.8% more ‘meaningful’ and 11.8% more ‘different’. 3 ) Progressive advertising can future-proof growth. Read the initial findings here - https://lnkd.in/eZzckKnp Saïd Business School, University of Oxford Bayer | Consumer Health Diageo Kantar Mars Mondelēz International Unilever

Kantar brand data shows that innovation is a key level for achieving meaningful difference which is the high ground for brands. Driving sustained brand innovation requires a learning culture and future focused insights and marketing capability that can design for people and the planet. When brands get this right, it benefits long-term brand building and growth along with short-term sales. #brand #marketing #fmcg

Last week, I immersed myself in the depths of Kantar's latest findings from their Ignite event. They unveiled the 2023 UK Top 75 brands and shared global insights, shedding light on what it means for business growth next year. What really caught my attention was the emphasis on breakthrough brands – those that dare to stand out, deliver unparalleled value growth. Kantar highlighted the role of "difference" in brand value. This "difference" is more than mere distinctiveness. It goes beyond visual recognition, diving deep into how consumers perceive and distinguish brands in their minds. Brands need to offer product and service innovation, digital experiences, and impactful advertising. From my perspective, there’s more to a brand than just being known. The idea of "meaningful difference" emphasises this. It's not just about being out there; it's about providing a genuine, impactful experience every time someone interacts with your brand. In the end, whether you're an emerging player or an established name, breakthrough is attainable if you're willing to embed this DNA of differentiation throughout your organisation - embracing difference, challenging norms, and building brands that leave a mark. A big thanks to Kantar and the panel for the insights. #Kantar #BreakthroughBrands https://lnkd.in/esQUwsiv

Marketing is gradually transforming from activities to Science. A lot of research is necessary here. #marketing #fmcg #consumerbrand #dataanalytics #businessintelligence

New reearch by Kantar provides guidance on how to innovate differently to drive business growth. The most successful innovators don’t work in a siloed way when thinking about innovation: they also think in a more connected way from the outset about the product and service, the launch advertising and the experience as part of the innovation process. Innovation experts from Kantar also recommend to focus on: — Deep human understanding — Brand centricity — Great creative that heroes your innovation — A focus on experience from the outset — Embrace technology but remember your innovation needs to connect with humans Analysis of Worldpanel by Kantar Top 10 new products of 2022 reveals the following best in class inspirational examples for successful innovation: McVitie's Blissfuls, L'Oréal Men Expert’s ‘One-Twist Hair Colour’, McDonald's, The Coca-Cola Company, Diageo's Baileys Liquor and GUINESS beer, and Pets at Home. #innovation #fmcg #cpg

REIMAGINING CONSUMER INSIGHTS AT PEPSICO*** #cpg #brand #strategy #insights #socialintelligence #consumerexperience #growth #innovation #consumergoods #food #foodandbeverage #marketingstrategy #fullpotential #segmentation #metalearning #growthacceleration #brandstrategy #realtimeinsights #insightengine

Marketing Intelligence Practices on #FMCG Consumer Preferences and #Buying #Behaviour Pattern Using Social Network Analysis. The article aims to explore hybrid consumption behaviour as an emergent consumption pattern on fast moving consumer goods (FMCG) that may make conventional consumer stereotypes outdated. Purpose – The present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension across three product types, namely, FMCG, durable goods and service (FDS) sectors. More importantly, the study seeks to explore the importance of involvement profile comprising relevance, pleasure, sign-value, risk importance and risk probability and perceived risk facets (financial, psychological and performance) in acceptance of brand extension across FDS. https://lnkd.in/dYQeJ-cv #neuromarketing #experience #fmcg Joan Cuenca Ph.D Marc Polo (Ph.D) Blanquerna - Universitat Ramon Llull Juan Francisco Martínez Cerdá Didier Dominguez

Brands are out of runway for relying on price rather than volume to deliver organic growth. Kantar's J. Walker Smith takes a "guarded look ahead" at state of todays consumer, what they want from brands, and how brands tap into these needs to build value: https://ow.ly/rmys50QgscU