Top 5 Learnings For Marketers
1. INNOVATION LEADS TO THE BIGGEST REWARDS
The most innovative brands in the Dutch Top 30 have three times more “Brand Power” than the least innovative. Brand Power is a BrandZ™ metric indicating a brand’s ability to predispose a consumer to buying it over category competitors, as well as to pay a premium for it – because these powerful brands are seen as significantly more meaningful, different, and memorable than their competitors. Innovative brands also thrive in the marketplace, as BrandZ™ global data shows that brands perceived as very innovative grow 7x faster than other brands.
2. EMOTIONAL CONNECTION DEEPENS BRAND VALUE
Brands that form relationships with consumers – and in particular relationships that feel reciprocal, beneficial, and above all emotional – can punch above their financial weight in the BrandZ™ rankings. Products and services can go some way to make people feel like a brand is improving their lives; but memorable communications take that extra step in making people’s relationships with brands feel like a genuine, human connection. Advertising by meaningfully different brands doesn't just reach the target audience – it moves them.
3. BRAND POWER IS NOT JUST FOR UPSTARTS
It’s not just new companies that can benefit from investing in brand power. As many of the established giants of the Dutch Top 30 embark on major expansions or strategic pivots, they can amplify the financial benefit of these investments by pairing them with authentic messaging and effective advertising. Branding is not just a way to sell consumers on a company’s strategic direction – rather, it is an integral way to define, ensure, and amplify a company’s future growth.
4. PURPOSE AMPLIFIES ADVERTISING
In a mature and crowded market like the Netherlands, having a strong purpose can help a brand stand out. Consumers are looking to connect with brands that don’t just try to sell them a product, even if that product does exactly what they want it to do. Brands with purpose are those that stand for and communicate the same values people look for in their personal spheres; they work to improve people’s lives and communities, even in small ways. These brands are thus more likely to be regarded a part of the community, and invited into people’s lives and homes.
5. HERITAGE GIVES BRANDS A HEADSTART, BUT WON’T WIN THE RACE
The Netherlands is blessed with a collection of brands that have a deep national heritage. Such long-standing fame immediately gives brands a leg up in salience – that is, recognizability – which is a not-insignificant component of Brand Power. However, just because a brand is memorable due to its heritage does not mean that consumers necessarily see that brand as having a meaningful or different identity compared to its competitors – especially in a country like the Netherlands where many, many brands can boast of heritage! So it’s still important for Dutch brands to invest in defining how their brand can make a meaningful difference in people’s lives today and in the future.