Latest from our newsletters

The three rules of brand growth Brands that people are strongly predisposed to have … than brands with weaker predisposition Brands that are always present attract more buyers compared to those present on just one half of...

May 2024

Virtual Launch Event: 12 June 2024 The increasing importance of brand in driving growth Join this virtual launch event to celebrate the world’s most valuable brands of 2024. Discover the new Global Top 100, fastest risers and newcomers...

May 2024

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...

May 2024

Brand Growth Lessons from 6.5 Billion Consumer Data Points and a Decade of Marketing Insights On Tuesday 14 May 2024, we’ll bring you the Blueprint for Brand Growth. Kantar’s evidence-based framework will help you to build strong and...

April 2024

Experience the benefits of our versatile solutions Innovation is much more than new products and services; it is also about experiences or new business models like subscription Top Tech Brand to Revamp Smartphone App Icon! Challenge The...

April 2024

Meaningfully different brands have a head start with AI Brand Success and GenAI: Brand success relies on authenticity, consistency, and being meaningfully different. GenAI aims to create on-brand content, but challenges persist. Effective...

April 2024

Useful and inspiring research insights The Effie Awards, initially launched in 1968 by the New York American Marketing Association, aimed to recognize and honor the most effective advertising efforts. The award now honors all forms of...

March 2024

Kantar is your indispensable brand partner in a world being reimagined with AI Kantar Insights provides a range of AI-powered tools and services that cater to various aspects of market research, innovation, and consumer insights. Whether...

March 2024

Capture both Passive and Active Attention Given the significant time people spend on digital and mobile devices, it’s crucial for brands to reach them effectively. However, merely reaching people isn’t sufficient; brands must also establish...

March 2024

Attention beyond views for creative effectiveness Learn 5 tips to make your creative worth paying attention to. Great attention measures elevate ads from playback to payback There is a fundamental difference between whether an ad is...

March 2024

FMCG Alert With GLP1 – Hype Or Massive Change Ahead? Learn From USA Market Food and beverage brands must think beyond today’s GLP-1 drugs and factor coming innovations into their long-range plans. GLP1 receptor agonists are new drugs that...

February 2024

AI 2030 Insights in the AI Era of Human+ Benchmarking in a time of AI ​ With AI now in the mix, insights organisations must ask themselves whether research skills are still relevant; what will AI do better and how AI will enable insights...

February 2024

Building a tech brand in the era of brand purpose and sustainability Sustainability is about showing up where it matters to everyday people, everywhere. Whether it is Big Tech, emerging technologies such as AI or blockchain, or even more...

February 2024

Webinar | Attention beyond views for creative effectiveness How can great attention measures elevate ads from playback to payback? In an increasingly digital and information-saturated environment where consumers’ attention is not limitless...

February 2024

Finding the Future-Fashion The power of AI and big data analytics Discover disruptive fashion trends guided on emerging, niche consumer base together with the power of open search and social data Leverage the most meaningful search and...

February 2024

Generational Mindsets Shaping Auto Industry Sustainability Consumers value sustainability in the automotive market in different ways, based on generation and region. Millennials and the sustainability divide Globally, sustainability emerges...

January 2024

Making Sustainability Real A 3-day digital sustainability conference Is marketing doing enough to future-proof brands and help people live sustainably? Consumers want to lead more sustainable lives and they need marketing’s help to make...

January 2024

Use innovation to create a successful brand experience Unlock the potential of innovation This guide addresses some challenging questions you might have about innovation: How can you innovate differently in a competitive landscape? How can...

January 2024

The trends that will move the needle for marketers in 2024 Kantar’s Marketing Trends 2024 combines insights from the different areas of the business, to give you a holistic guidance for your brand growth journey.In this collection of 10...

December 2023

Media Trends & Predictions 2024 Report Discover what's next for global media and marketing What trends have we observed this year and what does 2024 have in store? Our world is balancing on the edge of transformation. We are...

December 2023

Our 2023 insights gathered all together We wish you many blessings and good times! We’re getting close to the end of the year…and it’s the perfect time to share our 2023 key consumer insights. If you’ve never had an advent calendar, here’s...

December 2023

CONCEPTEVALUATE AI The next horizon in predicting concept performance at scale Join us on this journey ConceptEvaluate AI enables you to more effectively move from ideas to concepts Innovators are under increasing pressure to deliver...

November 2023

Magnify creative effectiveness at scale Follow these 3 steps to launch your next creative campaign with success Before development Get alignment on the unique message and positioning that will bring your brand to life. During...

November 2023

Discover 4 Innovation booklets now! Step 1 Meaningful & Different Innovation and the Obssession with Learning Get your booklet Step 2 How to find the best Opportunities for Innovation Get your booklet Step 3 Introducing...

November 2023

BUILD A WINNING SUSTAINABILITY STRATEGY Put your consumers’ environmental and social demands at the heart of your plan for growth The world is at an inflection point. To be truly future-proof, brands need to respond to the sustainable...

October 2023

3 steps booklet to create meaningfully different experiences The most valuable brands shake things up and lead the way. Their experience stands out. To help more brands create unforgettable experiences, we simplified the CX transformation...

October 2023

Don’t be afraid to make people laugh Whether or not you are facing commercial challenges now, there are best practices that have been proven to help brands get the most from their advertising investment. Download the guide to: Discover...

October 2023

Braving the battleground Discover the best media environments for your ads and the top-ranking media channels and brands in 2023. Campaigns are seven times more impactful among a receptive audience, so for an ad to achieve its full...

September 2023

Or how holistic measurement creates a clear path through the marketing maze Creation of a truly unified marketing measurement and optimisation framework is now highly achievable through automated data collection and applying AI. The rise of...

August 2023

How to help consumers reduce their waste footprint Play your part in the battle against waste Waste is a big issue because the world is in danger of being over-run with rubbish. Brands have a big part to play in solving this challenge. 24...

July 2023

Meet us in-person for BrandZ Belgium and global Register now for the launch event - 28 September The Awards to Strongest Belgian Brands and Learnings from Top 100 Most Valuable Global Brands Explore how Belgium’s strongest brands have faced...

July 2023

Download the full global report Most Valuable Global Brands Report 2023 In every market, in every region, branded businesses continue to chart their course through a new age of disruption and volatility. Discover the factors driving growth...

June 2023

Unlock brand growth opportunities, affordably and at speed Strong brands, brands with powerful connections leverage their equity to create value faster, resist market downturns and recover sooner from them. To be strong, a brand needs to be...

June 2023

Discover your top brand equity indicators for free in seconds BrandSnapshot is a free brand equity assessment tool on Kantar Marketplace, providing intelligence on your brand’s strengths and weaknesses in an interactive dashboard. Powered...

June 2023

Finding order in the chaos In today’s fast-paced media landscape, accessing timely, actionable insights on your creative content is critical to move faster and smarter, to better compete, increase sales and grow your brand. Ever had these...

May 2023

Finding order in the chaos As we move into the second quarter of the year, we’ve been keeping track of which customer experience predictions are ringing most true. Here are four of them: The sweet spot between digital innovation and the...

May 2023

Discover the 5 principles of meaningfully different technology innovation. Innovation in the technology sector can be particularly challenging, and for many tech companies’ uncertainty and risk are making innovation more challenging than...

May 2023

Grab your price-insensitive brand and dance it to growth. At every step, difference matters. The case of differentiation Back in the 90s, differentiation didn’t need to be defended. Because the absence of differentiation came with the fear...

May 2023

Welcome to Kantar's creative effectiveness awards. To view this video please enable JavaScript. The advertising world is restless, fast-moving and ever-evolving. This brings exciting opportunities and constant...

May 2023

What are you doing to create sustainable brands for all? In this insightful new guide to the challenge of marketing better-for-the-people-and-planet products, Kantar's Sustainable Transformation Practice provides the evidence you need to...

April 2023

Finding the future: FOOD A menu of delicious insights. Welcome to Kantar's Finding the future series, your guide to the latest trends driving consumer behavior globally. Powered by Kantar's Dx Analytics proprietary toolkit, we apply AI and...

April 2023

Distinctive brand assets such as logos, colours or slogans are key facets in many of the world’s most successful brands. With strong assets a brand can grab attention at key decision points, giving brands a big advantage in categories...

April 2023

Influencer marketing is becoming an increasingly indispensable part of marketers’ toolkits. While it emerged as a highly targeted and authentic way to reach audiences, even in its early days, the drawbacks were apparent to marketers and...

April 2023

In this bold, thought-provoking and evidence-based guide, we provide solutions to the day-to-day challenges marketers face to help them protect their margins. In each of the seven chapters, we present actionable tips to help you strengthen...

March 2023

Customer experience is central to creating value, and it is even more important in times of crisis when brands need to fight harder for customers. Great customer experience should meet customer expectations across physical and digital...

March 2023

With marketing budgets under increasing pressure, it is more important than ever to ensure that precious investment will lead to profit. New evidence from Kantar and WARC shows the important role creative quality can play in driving ROI. We...

February 2023

Are you getting the insights you need from your consumer data to inform strategic decisions? Plan for sustainable brand success using an in-depth performance management system that integrates multiple data sources. Combine your data with...

February 2023

What gives brands The Innovators Advantage? What makes an innovation meaningfully different? What are the barriers to growth through innovation? Why did innovations such as Google Glass fail whilst Soft Pitta bread generated 8.9 million in...

February 2023

We are (still) living in an era of disruption. There's more uncertainty and volatility. Inflation and price rises are impacting us all around the world and leaves no one untouched. Decisions like pricing are more challenging than ever...

January 2023

To give marketers tools to place sustainability at the heart of the company(its) they work for, BAM's Think Tank Sustainability produced a greenpaper in which a dozen experts share opinions, cases and figures. "With the Think Tank...

January 2023

To start the new year on a high, we have some exciting news to share. Sabine Vermeulen joins Kantar Belgium in her new role as Innovation Director. Having worked as Insights Director at NielsenIQ Bases and as Director Client Consulting at...

January 2023

To view this video please enable JavaScript.   Who are our Top 10 performers and what makes them stand out from the others? 

Now in its 17th year, the Kantar BrandZ Most Valuable Global Brands ranking...

November 2022

Sometimes the speed of business can stop you from setting up a full brand tracking study resulting in critical brand decisions made without the benefit of proper insight. Today we’ve launched an agile, point-in-time brand measurement tool...

November 2022

Cost of living crisis is impacting consumers' sustainable behaviour. This year’s UN Climate Conference takes place in Sharm el-Sheikh, against: a backdrop of extreme weather events worldwide; an energy crisis, propelled by the war in...

November 2022

People today have more choice, more channels, more influence and are making more connections. Our BrandZ study learns that brands with powerful mental and physical connections leverage their equity to create value faster, resist market...

October 2022

To view this video please enable JavaScript.   Navigate the emotional world of sustainability in advertising. Sustainability is critical to your company's future. It's not just the right thing to do, it's...

October 2022

The results of the ILRES PLURIMEDIA 2022.II study conducted by ILRES and KANTAR Belgium are now available. This study, which provides information on the audience of the press, radio, television, cinema, advertising leaflets and internet,...

September 2022

Customer experience is an powerful contributor to brand equity and a strong driver of business growth. Our BrandZ data show that CX accounts for 70% of brand equity. Delivering intentional CX in a consistent, meaningful and differentiating...

September 2022

Campaigns are seven times more impactful among a receptive audience. For an ad to achieve its full potential it needs the right media environment. Media Reactions helps you do just that. Our annual study provides a comprehensive view of the...

September 2022

Faced with the turmoil brought on by war, inflation, the pandemic, climate change and technological advancements it is easy to focus on the transitory, rather than the fundamental. To navigate today’s world, brands need to strip it back to...

September 2022

Introducing Brand Equity Evaluation The best marketers understand the importance of keeping brand at the heart of everything they do. In today's dynamic business environment, it is easy to lose track of your brand equity as data ages,...

September 2022

This year, for the first time, the biggest football event of this planet will coincide with the busy Saint-Nicholas and end-of-year period. Ad spend and global advertising will grow significantly meaning for brands it will be even more...

July 2022

To view this video please enable JavaScript.   What makes the world's most effective ads a success? In this webinar we celebrate the most creative and effective ads, and learn from their success. Kantar’s...

June 2022

Now in its 17th year, the Kantar BrandZ Most Valuable Global Brands ranking ensures that the world’s leading brands are recognised as leaders in their field. For the Top 100, this represents the second straight year of robust growth, and...

June 2022

The pandemic has changed the way people shop around the world. It has motivated more shoppers to go online and challenged online retailers. Inflation and economic uncertainty have reinforced the importance of price and promotions for ...

June 2022

Brand Media Monitor: the fastest way to understand your brand. The Kantar Brand Media Monitor is an unique multi brand, multi touchpoint and multi target research. It is a benchmark for the marketing and media world in Belgium. We provide...

June 2022

Every year marketers face the same questions. Are my brand building efforts succeeding? How can I justify my marketing investments? Imagine being able to check your brand's performance and measure succes in a new way. In today’s ever...

May 2022

The world's most creative and effective ads.And the secrets behind their success. At Kantar, we are privileged to test the best creative content, brought to us by advertisers and their agencies all around the world.  Our third annual...

May 2022

Media Trends and Predictions 2022 In many parts of the world, restrictions have loosened; the early stages of economic recovery have begun; and in media, where we have witnessed some rebalancing of investment across channels, growth is...

May 2022

Make sure your packaging is the hero when it comes to sustainability.It is important to recognise that it is all too easy to underestimate the role of the pack when it comes to creating the consumer expectations that can make or lose a sale...

April 2022

What role does brand play in the consumer decision journey?   The consumer decision journey is a feedback loop.   What triggers your brand and what your brand triggers is revealed in the way people make decisions. Whether unconscious...

April 2022

To view this video please enable JavaScript.   Be brave to drive brand growth through innovation A BrandZ analysis shows that successful innovation contributes to brand growth. However, it takes bravery to...

March 2022

Inflation worries consumers because their income won’t buy as much. It worries businesses because it squeezes their margins. The first thing to recognise is that brands cannot promote their way out of trouble. Starting a price war erodes...

March 2022

  Three years ago we celebrated the release of our insights and intelligence platform, Kantar Marketplace. Kantar Marketplace is a leading-edge online automated market research platform designed for insights professionals, marketers and...

March 2022

Innovation clearly contributes to brand growth. An analysis run on the BrandZ database shows that the most innovative brands are the ones that grow faster.   Different challenges make that innovation requires bravery. To name a few of them...

February 2022

Test more advertising content, faster, with less budget Smart marketers know that the strongest creative achieves more impact with less spend. So how do you go to market with the most effective creative, whilst combating shrinking market...

January 2022

Brand equity is one of your business’s most valuable assets, proven to drive revenue and growth. But what exactly is it? How can you influence consumer perceptions and measure the impact? What roles do media, brand purpose and brand assets...

January 2022

Sustainability has become a number one priority for businesses. With so many areas to consider, what should be the focus of your brand? The business case for sustainability is clear. Sustainability can no longer be ignored and progressive...

December 2021

To view this video please enable JavaScript.   Who are our Top 10 performers and what makes them stand out from the others? Global data show us that strong, meaningfully different brands are better...

November 2021

To view this video please enable JavaScript.   Innovation at the heart of companies' recovery strategies. 60% of European business leaders believe that innovation will accelerate the recovery and will be...

October 2021

To view this video please enable JavaScript.   Are you debating if your brand identity resonates your consumers’ emotional chords? Are you afraid your brand assets are not cueing your brand – but a...

June 2021

To view this video please enable JavaScript.   In 2020 we evaluated over 10000 ads for our clients and have identified the most powerful ads – those that are both creative and effective.   The Kantar...

May 2021

Revealed: the most creative and effective advertising in 2020, judged by consumers. And the secrets behind their success.   Great advertising needs to drive short term sales and build your brand in the long term. We analysed over 10000 ads...

April 2021

To view this video please enable JavaScript.   Brand Purpose has become an increasingly hot topic for many brands in recent years. You don’t need to search far for commentary about how people now have...

April 2021

To view this video please enable JavaScript.   Sustainable transformation is very much a Human-Centric question, and as such it’s about bringing people with you in this journey. The ‘Where to Play’ question...

March 2021

FutureShapers provide a forward-focussed lens on categories.   Future proof your brand.   "FutureShapers are the people who will have the greatest impact on shaping the future of your market." In an increasingly unpredictable and complex...

February 2021

To view this video please enable JavaScript.   Global data show us that strong, meaningfully different brands are better weathering the crisis. Boosted by the pandemic Amazon remains the strongest brand...

December 2020

Navigating digital contexts "Too much marketing spend is being wasted delivering a great ad in the wrong place or the wrong ad in the right place."  With an ever-changing digital media landscape, it is more essential than ever before to...

November 2020

Covid-19: what are people saying, feeling, doing? Before you read any further, we want you to take this quiz. We'd love to find out to which Covid-19 tribe you belong. See you in a minute. TAKE THE QUIZ Now that you know whether you are a...

November 2020 | COVID-19

Put people at the heart of your innovation With people's needs, behaviours and beliefs evolving faster than ever before, companies need to be agile, pivot their innovation pipeline and get closer to consumers. That's why we're excited to be...

October 2020

To view this video please enable JavaScript.   On this webinar we will bring you the Media Reactions, the first global equity evaluation of a selection of both media channels and media brands among consumers...

October 2020 | COVID-19

It is far from certain what will happen in the coming months. Unfortunately, it is entirely possible that we will face a resurgence of Covid-19 and a re-imposition of lockdown restrictions. It will take years to fully recover and the fear...

September 2020 | COVID-19

To view this video please enable JavaScript.   As we have seen, this COVID-19 crisis triggered many changes to the norm. Sectors are dealing with fast-changing and vastly different environments with some...

July 2020 | COVID-19

Brands need to be authentic, stay true to emotion. Diversity recognises individual differences whether that be colour, origin, religion, socio-economic status, sexual orientation or other ideologies. While diversity is often celebrated,...

June 2020

Being authentic as a brand is more important than ever. As governments are planning for exit strategies, also companies need to start 'planning the party' and their brands entrance when the new normal arrives. Communication is key,...

May 2020 | COVID-19

To view this video please enable JavaScript.   French version  To view this video please enable JavaScript.   Keep an eye on Kanaal Z next week and get up to speed...

May 2020 | COVID-19

To view this video please enable JavaScript.   Since mid-March and the beginning of an incredible period in our lives, the situation has evolved. People are less in reaction mode, moving to adapting their...

May 2020 | COVID-19

To view this video please enable JavaScript.   The level of uncertainty among advertisers is understandably great. Inquiries from our clients reach us every day - what do the changes in consumer attitudes...

April 2020 | COVID-19

To view this video please enable JavaScript.   Manage your brand in challenging times. Learnings from Covid-19 crisis, globally and locally. The outbreak of the Covid-19 virus worldwide is having an enormous...

March 2020 | COVID-19

These are trying times and I hope this message finds you and your families well. I want to take a moment to inform you on the work we are doing at Kantar to ensure that our people are safe and well, while we continue to support you and your...

March 2020 | COVID-19

  Wondering about the future of mobility in Antwerp and Brussels? The great cities of the world are energizing and challenging places to live. One of the greatest challenges is urban mobility - how people travel to, across and within...

March 2020

BrandZ exists to provide you with insight into the extraordinary world of brands. From the newest to the oldest, from big to small, from East to West, from luxury to everyday, our database is the largest and most comprehensive assessment of...

March 2020

With influencers increasingly becoming business as usual for brand communications, the risks that come with influencer marketing are now becoming apparent: inappropriate endorsements, lack of transparency and fake followers all damage the...

January 2020

People are ready for changeThe great cities of the world are energizing and challenging places to live. One of the greatest challenges is urban mobility - how people travel to, across and within the city landscape. Despite the environmental...

January 2020

Learnings from Belgian Christmas advertising.What works? Christmas is the height of the advertising year in many Western markets. For people, Christmas is more than a season. It is a feeling! Since 2014 - we as Kantar - have tested...

January 2020

As we enter 2020, change in the media landscape is accelerating at an unrelenting pace with new technologies, platforms and business models continuing to re-shape our industry. The boundaries between paid, owned and earned media are...

January 2020

The environment - it's getting personal! As the 21st century progresses the environment is high on the agenda. Environmental concerns are no longer seen as 'fringe' but are increasingly part of mainstream narratives. The scientific...

November 2019

Maximise ROI from your ads quickly and cost effectively With the growth in the number of advertising channels, consumers increasingly avoiding ads and ads being developed more quickly, it’s harder than ever for ads to stand out and have the...

November 2019

Getting Media Right. Banking lessons from BrandZ Investment in digital and new channels set to increase in 2020, despite measurement concerns. A significant proportion of marketers globally (46%) don't have the right balance and synergies...

November 2019

Key drivers to sustainable growth. Luxury lessons from BrandZ.   Three key drivers to sustainable growth Everything you do builds your brand, but it is how people interpret what you do and how they remember it, that really matters – and...

August 2019

Grow your brand over the short and long term.   Fewer than 6% of global brands grow market share over the first year. Of these, only 6 in 10 sustain this growth over three years.How can brands build momentum in the short and long-term...

July 2019

Inspire and accelerate growth through innovation uccessful innovation is more than just creating products and services. It’s about delivering memorable and differentiating experiences that are anchored in a deep understanding of people’s...

May 2019

A revolutionary way of testing new product concepts.   Identify the potential of new product concepts purely through observation of consumer behavior Concept Testing 2.0 is an alternative Kantar solution to the conventional concept testing...

April 2019

Centennials are ready to be the next economic powerhouse Failing to connect with the values, beliefs and expectations of Centennials will pose a significant challenge to future brand growth. "Centennials at 21" examines the behaviour and...

April 2019

Spark the magic between brand and customer experience When it comes to customer experience, many companies fail to create the magical moments that will light up your day – those moments that will help a brand stand out from the crowd. If...

April 2019

Insights at the speed of business   Fast, cost effective and robust insight is more important than ever in today's complex, connected and fast changing world - with content and products being developed and launched more quickly than ever...

April 2019

“Brands need to reinvest in owned media and limit dependence on the major social media platforms.” 40% of the world’s population use social media. With some industryreports claiming that consumers on average spend two hours every daysharing...

April 2019

Connected Intelligence, AI and Voice will transform media  What will shape the media landscape for brand owners, agencies and media platforms in 2019? Making sense of the transformative media landscape is challenging, and increasingly we’re...

February 2019

How can gender progressive advertising help grow your brand? Gender balanced brands drive far greater brand value.Still, only one in three brands achieve this balance in Belgium   Gender is a sensitive topic - one that society is currently...

February 2019

Innovation for growth Sales alone are not the sole measure of success when a brand launches a new product. To truly understand the value of innovation, we need to understand its category impact—and that means measuring incremental...

January 2019

Evaluate and adapt for a better Return on Investment   We have three questions you should ask yourself Are my touchpoints delivering impact or do they need improvement? >>  Click here to reduce complexity and optimize your paid,...

November 2018

Fewer than one in five marketers are very confident in their ability to integrate data for insights   Marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. Now...

October 2018

The fastest way to understand your brand   The Kantar TNS Brand Media Monitor is an unique multi brand, multi touchpoint and multi target research. It is a benchmark for the marketing and media world in Belgium. We provide the market with...

October 2018

How much choice is too much? The innovation paradox. The innovation paradoxOne of the most common mistakes made by marketers is only focusing on product innovation. Succeeding with innovation means offering consumers more choice, but how do...

September 2018

Leaps of faith: inspiring trust in disruptive times The concept of trust has usually been associated with stasis more than change. It brings up images of age-old, time-tested, large, solid brands and organisations with large and loyal user...

August 2018

Why brands must think 'women first' when developing voice applications   Voice could well be the technology to bridge the gender digital divide and help women leapfrog to equality. Voice has the potential to break down many of the barriers...

August 2018

Are your digital ads engaging or intrusive? Digital ad spend continues to rise, and is forecast to top $203bn in 2018. Yet despite continuing growth, many senior marketers from the most valuable global brands lack confidence in digital...

June 2018

Five ways China is progressing from follower to auto industry leader "If you are unfamiliar with brands such as Lynk & Co and Wey, it won't be for much longer" China’s automotive industry, for so long a follower of the established...

May 2018