It's more important than ever for brands to 'Dare to Be Different', especially in a recessionary landscape and this was the headline message at this year’s Ignite launch event – a powerful morning of inspiration and insights from our experts and the breakthrough brands that are doing just that. Looking at the brands that had outperformed the rest in the Kantar BrandZ 75 most valuable UK brands list along with the latest thinking from Saïd Business School, University of Oxford, we uncovered the key to their success which isn’t salience, or meaningfulness alone, but meaningful difference which, in turn, counts for 94% of a brands pricing power. And pricing power means the ability to charge more, and ensure your products feel worth paying for. Brand difference is an investment, not a cost.
So how do you drive difference?
Session 1
What makes the most valuable brands in the world so successful and the Launch of the Kantar BrandZ Top 75 most valuable UK brands with Martin Guerrieria, Head of Kantar BrandZ. Plus ‘Dare to be Different’ insights and implications for UK brands with Adele Jolliffe, Head of Brand Consultants, Kantar Insights UK
Session 2
Kantar BrandZ UK panel with Russell Parsons, Editor-in-Chief at Marketing Week, Jeremy Kanter, CMO at Fever-Tree and Gemma Flanigan, Associate Marketing Director at Cadbury
Session 3
The DNA of breakthrough brand value creation - Dom Boyd, UK Insights and Andrew Stephen, Oxford Said Business School
Session 4
Breakthrough Brand Client Panel with Sophie Devonshire, CEO of The Marketing Society, Dom Dwight, Marketing Director at Yorkshire Tea and Usama Al-Qassab, Former VP Marketing EMEA - PlayStation and Disney+
Sophie Devonshire
CEO
The Marketing Society
Dom Boyd
Managing Director
Kantar Insights UK
Russell Parsons
Editor of Marketing Week
Amy Cashman
Executive Managing Director at Kantar Insights UK
Andrew Stephen
Professor at the Saïd Business School, University of Oxford
Dom Dwight
CMO at Yorkshire Tea
Jeremy Kanter
CMO
Fever-Tree
Adele Jolliffe
Head of Brand Consultants
Kantar Insights UK
Usama Al-Qassab
Former VP Marketing EMEA PlayStation & Disney+
Martin Guerrieria
Head of Kantar BrandZ
Chris Jansen
CEO of Kantar
Gemma Flanigan
Associate Marketing Director
Cadbury