Kantar-颠覆”如何推动品牌增长（英文）.pptx

I£ANTAR M
WARDBROW
PT
BRA D
DAN E
BRAND GUIDANCE
22
11
IT’S TIME TO THINK OF
AS A GROWTH OPPORTUNITY
essful disruptive brands have shown tremendous and rapid growth over the past 10 years whereas the growth of more established brands seems dwarfed parison. Our recent analysis of 2000 brands measured
in the BrandZ™ global database over three years, between 2014 and 2017, found that fewer than one in 10 brands grew.
Amazon is the archetypal disruptive brand. By making people’s lives simpler, less expensive and more convenient Amazon has grown
its brand value by 2,228%, far outdistancing the BrandZ™ Top 100 Most Valuable Global Brands, which grew by a creditable 152%.
Sadly, Amazon is the exception not the rule. Most brands were stuck in categories where no brand achieved significant growth. In the same three years Amazon doubled its brand value.
Even a 1% change in market share to an established brand can be very valuable.
So how can a brand ensure it is one of the few that does grow? We cannot all work for an Amazon, flix or an Airbnb but even a 1% change in market share to an established brand can be very valuable. The rest of this report documents how conventional brands can learn from the disruptors and create opportunities for growth if they add a little disruption into their marketing mix.
2,228%
BRAND GUIDANCE
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33
RELATIVE BRAND STRENGTHS VS. EXPECTED
MEANINGFUL
DIFFERENT
SALIENT
-25
-5
15
35
55
DISRUPTORS
BRANDS THAT GREW
BRANDS THAT DECLINED
DEAD & DYING
GET OUT OF FORT
ZONE
If you decide that you’re going to do only the things you know are going to work, you’re going to leave a lot of opportunity
on the table.
JEFF BEZOS. FOUNDER, CEO OF AMAZON
Most established brands operate in fort zone of business as usual. Existing practices and protocols encourage doing more of the same. Routine and inflexible budgeting limits creativity. And, dare we say, research data often supports staying in fort zone.
This is not the fault of dat