It's more important than ever for brands to 'Dare to Be Different', especially in a recessionary landscape and this was the headline message at this year’s Ignite launch event – a powerful morning of inspiration and insights from our experts and the breakthrough brands that are doing just that.  Looking at the brands that had outperformed the rest in the Kantar BrandZ 75 most valuable UK brands list along with the latest thinking from Saïd Business School, University of Oxford, we uncovered the key to their success which isn’t salience, or meaningfulness alone, but meaningful difference which, in turn, counts for 94% of a brands pricing power. And pricing power means the ability to charge more, and ensure your products feel worth paying for.  Brand difference is an investment, not a cost.

So how do you drive difference?   

Relive Ignite 2022

Session 1

What makes the most valuable brands in the world so successful and the Launch of the Kantar BrandZ Top 75 most valuable UK brands with Martin Guerrieria, Head of Kantar BrandZ. Plus ‘Dare to be Different’ insights and implications for UK brands with Adele Jolliffe, Head of Brand Consultants, Kantar Insights UK

Session 2

Kantar BrandZ UK panel with Russell Parsons, Editor-in-Chief at Marketing Week, Jeremy Kanter, CMO at Fever-Tree and Gemma Flanigan, Associate Marketing Director at Cadbury


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Session 3

The DNA of breakthrough brand value creation - Dom Boyd, UK Insights and Andrew Stephen, Oxford Said Business School


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Session 4

Breakthrough Brand Client Panel with Sophie Devonshire, CEO of The Marketing Society, Dom Dwight, Marketing Director at Yorkshire Tea and Usama Al-Qassab, Former VP Marketing EMEA - PlayStation and Disney+

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            With special thanks to our experts

 sophie

Sophie Devonshire
CEO
The Marketing Society

 

 dom

Dom Boyd
Managing Director
Kantar Insights UK

 russell

Russell Parsons
Editor of Marketing Week

 

amy

Amy Cashman 
Executive Managing Director at Kantar Insights UK

 

andrew

Andrew Stephen
Professor at the Saïd Business School, University of Oxford 

 

dom dwight 

Dom Dwight 
CMO at Yorkshire Tea 

jeremy

Jeremy Kanter
CMO
Fever-Tree

 

adele

Adele Jolliffe
Head of Brand Consultants
Kantar Insights UK

 

usama

Usama Al-Qassab
Former VP Marketing EMEA PlayStation & Disney+

 

martin

Martin Guerrieria 
Head of Kantar BrandZ 

 

kantar

Chris Jansen 
CEO of Kantar

gemma

Gemma Flanigan
Associate Marketing Director
Cadbury