Brand

With a proliferation of brand choice, disruption from competitors, and communications overload, clarity about what your brand stands for, and how to activate it consistently across channels has never been more important. Brands are under pressure, trust is low, ad-blocking is common and growth is hard to come by.

Brands that succeed in this environment are the ones that resonate with and engage people, because they add value to their lives. And they do this in a consistent, coherent way across touch points to deliver their short-term objectives and build the brand in the long term.

With the most complete view of people globally – the way they live, think, feel, shop, engage, watch and post – we know what makes brands succeed. Successful brands create meaningful differentiation and have strong presence in the market; they know who they are, and deliver an experience to match. Our experts bring together deep human understanding, the latest thinking and integrated insights from different data sources. Our validated and scalable approaches help you shape, build and manage your brands for profitable growth, while measuring what matters most for your brand’s success so you can define a winning strategy and respond quickly to opportunities and threats.

Beth

BETH RUNDLE

Group Account Director
Beth.Rundle@colmarbrunton.co.nz

Our thinking

Maximise your advertising effectiveness
In recent years New Zealand has seen a revival in advertising within the FMCG sector.  In part, this has been fuelled by the thinking of Byron Sharp who has shown the importance of increasing ‘mental availability’ to drive growth.  
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Air New Zealand takes out November Colmar Brunton Ad Impact Award
After what has been a challenging year for the tourism industry, Air New Zealand’s latest ad shows their determination to stay afloat and win the hearts of their consumers.
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Animals Like Us takes out October Colmar Brunton Ad Impact Award
You might have heard that dogs and their owners can sometimes resemble one another, and with this ad you’d be right. Animals Like Us have rightfully…
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Brands Kiwis Love 2019
Since 2012 we have asked 1,000 New Zealanders which brands Kiwis love – Whittaker’s again takes the top spot being the most loved brand. Over the last year, Whittaker’s have been extremely busy with several initiatives driving love for their brand.
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BrandZ Top 100 for 2019
BrandZ™ is the largest global brand equity platform covering over 100,000 brands across 45 countries. It’s the only brand valuation ranking that measures the contribution of the brand that is validated to in market sales.
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Brand guidance
Knowing how, when and where to activate your brand has never been more important, more urgent or more possible in today’s technology and data-driven world.
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Brand guidance part 2
Brands are losing intimacy with consumers, putting them at risk of becoming irrelevant. These changes require a disruptive yet holistic system to connecting with consumers, ensuring brands identify growth opportunities more effectively and prioritise marketing dollars more efficiently.
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Brand strategy
People today have more choice, more channels, more influence and an increasing cynicism about brands. It is more important than ever to have a sharp and differentiated brand positioning, clarity of purpose and cultural relevance to stand out from the crowd and resonate with your audiences.
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Meaningful different framework
Through years of continuous tracking, and through building our BrandZ database, we’ve built an unrivalled understanding of how brands work. From this understanding, we’ve developed the Meaningfully Different Framework to help brands create financial value and growth.
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Successful brands deliver real financial value
Strong brands enable companies to enter new markets and categories. They allow businesses to command premium prices for their products and retain talented staff.
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