What does and should my brand stand for? How can my brand resonate with audiences?.
For 50 years, the world’s top brands have trusted Kantar to shape their future.
Define and build Meaningful Different and Salient brands. Identify value and design a strategy for your brand to create long term sustainable value.
• Strong emotive clarity drives
• 1.5X
• Pricing Power
Our Brand strategy experts help you know where to play, how to win, and keep winning, infused by our Meaningfully Different and Salient framework (MDS).
Kantar MDS is externally validated and one of the few selected frameworks in the industry to be MASB certified.
How we can help you:
- Identify and maximise value in your category (Market Understanding)
- Position your brand portfolio to create value (Brand Positioning)
- Ensure instant recognition for your brand assets through a proven system 1 approach (Brand Imprint)
Brand Strategy expertise in 70 markets to answer all your brand questions and provide insights and advice to shape your brand future
Brand expertise. Powered by MDS, amplified by tech.
Grow category value by finding new space
Matrix unlocks category value with a systematic approach to Finding New Space for your brand and portfolio. We help direct portfolio management, brand fit, innovation and/or communication efforts to where they will have maximum impact through identifying and prioritizing opportunities.Own Meaningfully Different positions for your brand(s)
With a focus on emotion, NeedScope provides direction to develop and differentiate brand positioning and deliver a consistent experience across all touchpoints. Our validated framework and unique tools help you build a meaningfully different brand or brand portfolio that will drive strategic and competitive advantage predisposing more people to your brand.Align every touchpoint to your brand positioning
Needscope AI decodes the underlying emotion a brand communicates at an intuitive, faster system 1 level. Based on machine learning, NeedScope AI recognises the emotion in visual imagery and music. This ensures every touchpoint and activation is aligned with your brand’s positioning.Transform brand insights into strategy
An integrated robust process to transform your brand research insights into a fully developed brand strategy. Our proprietary approach draws on NeedScope tools as well as our considerable brand expertise. Key stakeholders are engaged throughout the process so there is clear brand direction and ownership of the strategy.Instant recognition for your brand's distinctive assets
BrandImprint uses cutting edge cognitive psychology to measure how quickly and easily consumers recognise your brand's assets and connect them to the brand. Through direct questions and response speed tasks Brand Imprint accesses the intuitive 'type 1' responses evoked by logos, colours, shapes and other assets brands use to trigger recognition in advertising environments.
The method includes a combination of questions and speed of response tasks to access intuitive, 'type 1' responses evoked by different brand assets. Brand assets includes things like logos, colours, slogans, shapes, and anything else that a brand uses to trigger recognition in advertising environments.
