Post by Kantar

Only 28% of brand equity comes from paid media. The rest is built through the experiences people have with your brand, and too many marketers undervalue it. Which is exactly why the release of this report is so timely: brand growth gets a lot more exciting when every experience is designed to stand out. Combining Kantar’s proprietary data and MDX research with JKR’s expertise in distinctive brand building, the report shows that experiences drive the majority of brand equity. These moments are rich with intelligence signals - the behavioural and emotional cues that shape how people remember and choose brands. As AI agents and LLMs learn from these same touchpoints, the stakes are even higher. The upside is clear: brands that improve customer experience are 2.5x more likely to grow market share. That means being meaningfully different and distinctive across every moment that shapes how people - and AI - remember and choose you. Discover how to turn everyday brand experiences into meaningful, measurable growth: https://loom.ly/q6rboBE