BrandZ Data Reveals Link Between Disruption, Creativity and Great Advertising

BrandZ Data Reveals Link Between Disruption, Creativity and Great Advertising

New Research by Kantar MillwardBrown Using BrandZ Data Shows How Creativity, Disruption and Great Advertising Combined Boost Brand Value by as much as 265%

New research by Kantar Millward Brown reveals for the first time the true impact that disruption and creativity can have when combined with great advertising, helping companies grow brand value at an astonishing rate.

The findings, unveiled recently on the Innovation Stage at the 2018 Cannes Lions Festival of International Creativity as part of the session on Disruptive Creativity: The New Model for Marketers, explain how every company can learn from the way that brands like Disney, Apple and Netflix have utilised consumer perceptions to drive brand value to new heights.

The research breaks down the role that consumer perception of creativity, disruption and great advertising plays in building brand value over time by analyzing BrandZ’s 3.6 million consumer interviews comparing perceptions of 122,000 brands in 51 markets over the last 12 years.

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The results show that:

  • Brands that consumers perceive as creative but not disruptive have grown their brand value by an average of 69% over that period
  • Brands that consumers perceive as disruptive – seen to be ‘shaking things up’ – but not creative have grown even more, boosting brand value by 123% over the same period
  • Brands that consumers perceive to have both creativity and disruption at the heart of their businesses have performed even better, generating an average brand value growth of 154%
  • Brands that consumers perceive to combine creativity and disruption with great advertising have performed the best, boosting average brand values by 265%

The data demonstrates that brands with disruptive creativity at the heart of their business can use it as an engine to fuel advantageous consumer perceptions. The converse is that average declines of 14% were found for brands that scored in the bottom third for perceptions of both disruption and creativity.

Doreen Wang
Doreen Wang

“Having disruptive creativity at the heart of a business is about more than product and R&D, and being creative is not just about communications. The best way for brands to influence consumer perception is through effective communications, by experimenting with new formats and, most importantly, by delivering a great brand experience,” said Doreen Wang, Global Head of BrandZ at Kantar Millward Brown.

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The findings will be presented by Wang as part of a panel session featuring marketing leads from Ancestry.com, Deliveroo and the world’s fastest-growing electric car brand BYD.

“What matters most is the consumer’s perception of your offering. If you are disruptively creative but it isn’t felt by the consumer then that effort is worthless. But if they feel it, and it is supported by great advertising then you can supercharge your brand’s growth,” said Wang. “It is no surprise that the fastest risers and newcomers in our annual BrandZ ranking of the Top 100 Most Valuable Global Brands are seen by consumers as highly creatively disruptive.”

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The companies in the BrandZ Global Top 100 2018 that have successfully delivered disruptive creativity to the consumer are Disney (137, where 100 is the average score for a brand) and Apple (135), with brands such as Netflix (130), Amazon (128) and JD.com (127), also scoring highly on disruptive creativity.

High scores for disruptive creativity can also been seen among the five-fastest risers in the BrandZ Global Top 100, with Tesla, Netflix, JD.com, Tencent, Maotai averaging 126, while the eight newcomers to the ranking (JD.com, Uber, SF Express, Instagram, Adidas, BCA, HP, Spectrum) averaged 117. The seven brands that fell out of the BrandZ Top 100 for 2018 scored 106 on this metric.

“Creative disruption is something that has to evolve and be applied every day across the entire company and needs to be experienced by the consumer across all touchpoints. The most innovative brands are constantly looking at how they can continue improving the life of the consumer. Shaking things up means never being satisfied with today,” said Wang.

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