Blueprint for Brand Growth

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The brand era has changed.


82% of adults globally have used AI assistants in the past 6 months. 

Today, AI is becoming a powerful new influencer, shaping recommendations, content and choices, while brands must work harder to maintain meaningful connections, pricing power and impact across fragmented touchpoints.  

In our latest analysis, we bring a strategic perspective to Intelligence for Brands in the AI era and answer the key questions we keep hearing from CMOs: 

Are Meaning and Difference visible to machines, or only humans? 

Are you building pricing power, or training AI to see your brand as interchangeable? 

Are you engineering for AI selection as well as human browsing? 

Where is AI revealing new space that your brand has right to win? 

 

Watch the preview at the 2026 Kantar Brand Summit in New York.

Establish brand equity in the machine mind, as well as human mind 

AI prioritises functional signals like price and reviews, meaning brands that don’t encode their differentiation risk being optimised out of choice. 

As a CMO, You must actively engineer how your brand is represented in AI environments, not rely on traditional brand building alone. 

 

Three actions for CMOs in the AI era: 

  • Predispose more people: strengthen Meaningful Difference in both human and machine contexts 
  • Be present in AI ecosystems: shape the signals that drive visibility 
  • Find new growth space: identify where AI is expanding demand 
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Which sources influence your brand presence in AI answers? 


Reddit alone can drive up to 9% of AI citations, showing that influence is no longer concentrated, but distributed across hundreds of sources. 

Brand control has shifted from channels to ecosystems, requiring active signal management. 

Consumer comfort with delegation to agents varies by category 

We asked consumers across 12 markets how comfortable they are with agentic commerce across a range of categories.

Around a third are comfortable with an agent selecting products on their behalf, as long as they retain final approval at checkout.

The real divide emerges when choice is fully delegated. 

This creates a clear direction for brands: identify where to pilot and experiment first, and closely track how expectations are evolving as agentic commerce develops.

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Meaningful Difference is what separates brands that are visible from brands that are chosen.

What is the Blueprint for Brand Growth?

The Blueprint for Brand Growth is a breakthrough in understanding how businesses build profitable, strong and sustainable brands.

Download Kantar’s evidence-based Blueprint book to discover:

- How to shape your marketing strategy using Kantar’s Growth Driver and the three Growth Accelerators

- Which marketing levers make the biggest difference, and when

- How to track and predict the most important metrics

- And more


 

Download the FREE Blueprint book to get Kantar’s in-depth analysis and charts


5.4 Billion attitudinal data 
1.1 Billion behavioural data
10 Years
20,000 Brands

Kantar’s Blueprint for Brand Growth is built on an analysis of 6.5 billion consumer data points, on how people feel and act, collected over the past decade

 

Read the Executive Summary

How can you influence your revenue and profits?

How can you shape stronger and more profitable brands? 

Introducing you to Kantar’s evidence-based framework for Brand Growth 

GROWTH DRIVER: 
Be Meaningfully Different to More People
 
GROWTH ACCELERATORS:
Predispose More People
Be More Present
Find New Space

Kantar Blueprint keychart




Find out how successful brands put the Growth Driver and the three Growth Accelerators into actions




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Our experts reveal the Blueprint for Brand Growth, Kantar’s evidence-based framework built on 6.5 billion consumer database. 
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How Kantar solutions can help

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The Blueprint for Brand Growth: How marketers can influence revenue and profit
Kantar combined a decade of data and expertise to establish the framework for Brand Growth
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Blueprint for Brand Growth

Get Kantar’s evidence-based framework, including in-depth analysis and charts.
Download the free book

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Frequently Asked Questions

  • What is Kantar’s Blueprint for Brand Growth?

    The Blueprint for Brand Growth combines more than a decade of Kantar’s data and insights to create new quantified rules for marketing. It gives CMOs a validated decision-making framework so they can better control the levers of growth that shape their brand future.

  • What is so unique about Blueprint?

    Kantar has spent decades collecting both behavioural (what people do) and attitudinal (what people think and feel) data at scale, so we have a unique ability to be able to link these data sets to drive truly insightful analysis. The Blueprint brings together all of this data and expertise under one unifiying, validated framework. The Blueprint for Brand Growth is the new evidence-based go-to framework for marketers.

  • What is the Blueprint methodology?

    We analysed 5.4 bn attitudinal data from Kantar BrandZ and 1.1 bn Kantar’s Worldpanel division’s behavioural data, using our intellectual property – the Meaningful Different and Salient framework, which is accredited by the Marketing Council Standards Board (MASB).

  • What is the difference between attitudinal, behavioral and shopper data?

    Kantar’s Worldpanel division has decades’ worth of data which captures the choices shoppers make at the point of purchase – this is called behavioural data. Attitudinal data tells us what people think and feel about brands, and in the case of the Blueprint, this comes from our global BrandZ research. It is the combination of both types of data that enables us to create a framework that links to a range of financial outcomes.

  • How can I find out about my Brand’ starting point?

    The Blueprint has an overarching Growth Driver and three Growth Accelerators. For each of these there is a Starting Grid, which can be used to determine a brand’s starting point, allowing them to define what their strategy should be, and how they can measure progress. Our Kantar representatives in your country will help you diagnose your Brand and inform where you can optimise your efforts.

    Get in touch today