Optimise Brand Positioning

Create brands with a sharp, differentiated and consistent positioning and clarity of purpose, with NeedScope.

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With a focus on emotion, NeedScope provides the direction you need to differentiate your brand positioning and deliver a consistent experience across touchpoints. Its validated psychology-based framework and unique tools, including the NeedScope AI video and music decoder, help you build meaningfully different brands that drive strategic and competitive advantage.

Key features

Unique, projective approach

Understand the functional, identity and emotional needs in your market and how best to access them.

Building irresistible brands

Stand out and drive competitive advantage by evaluating your brand and the competition on four proven principles of meaningful difference through emotion.

Aligning on emotion

Align all brand assets and touchpoints on emotion using NeedScope AI image, video and music decoder tools.

A world-class solution

NeedScope has helped build meaningfully different brands and drive brand growth in more than 15,000 studies across 115 markets.


More information

Kantar’s BrandZ brand equity research reveals how meaningful difference builds brand value over time. Through emotion, meaningfully different brands are more compelling to consumers and difficult to compete with.

NeedScope understands the principles of meaningful difference and helps marketers build these into their brand positioning.

The result is a powerful brand strategy successfully delivered throughout the marketing process.

NeedScope answers the following critical questions:

• What does or should my brand stand for?

• How can my brand win and grow in the category?

• How do I align every touchpoint to a consistent ambition?

• How can I check my brand is on track for its desired positioning?

BrandZ shows that brands that effectively communicate a clear sense of purpose have the potential to outperform their competitors. And 85% of consumers think it is important to buy from companies that support causes in which they believe. NeedScope shows you how to communicate your desired purpose most effectively to your target audience, and helps you understand how well it resonates.

NeedScope answers the following critical questions:

• What purpose should my brand stand for?

• What expression of purpose best aligns with my brand ambition?

• How can I execute purpose in a truly differentiated way?

• How can I leverage my portfolio to have the biggest impact through purpose?

Watch the video

To evaluate and evolve your brand image, brand architecture and portfolio, or identify new opportunities, we build a model to express your category. We size each need state, determining how many people or occasions are within each. We then plot how brands deliver against these needs to identify unmet needs and opportunities for growth.

We help you address any proximities or overlaps in positioning amongst your existing portfolio – and drive differentiation from the competition. A gap in the brand landscape where no brands are present highlights potential innovation opportunities.

NeedScope answers the following critical questions:

• How can I optimise my brand, brand architecture or product portfolio?

• How can I identify and size the best opportunities to grow my portfolio?

Activation and touchpoint alignment

Brand Strategy is only effective if it carries through to activation. The NeedScope AI image, video and music decoder checks whether brand assets and touchpoints are tonally consistent and aligned to the emotion in your brand positioning. 

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Building brands with purpose
Find out how to grow your brand, through the power of meaningful purpose.
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Brand equity and growth
Download our comprehensive guide to brand equity and growth, based on research and data from Kantar databases.
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