The Growth Paradox: Jeff Greenspoon of Kantar on Brand Power скачать в хорошем качестве

The Growth Paradox: Jeff Greenspoon of Kantar on Brand Power

This week on Adspeak by ADWEEK, host Will Lee speaks with Jeff Greenspoon, CEO of The Americas at Kantar, on the sidelines of BrandWeek, about why brand tension fuels growth. From meaningfulness versus differentiation to short-term performance versus long-term investment, Jeff shares Kantar’s framework for predicting brand success. With examples like Nespresso and Barbie, he explains how CMOs protect their North Star while experimenting boldly, and why sustained brand investment drives stronger ROI, resilience, and lasting enterprise value. What You'll Learn: The "Meaningful and Different" Framework How to Protect Your Brand's North Star While Experimenting Why Cutting Brand Spend During Budget Constraints Sacrifices 3-5 Years of Growth The Four-to-One ROI Ratio of Brand Salience Nespresso and Barbie as Case Studies in Navigating Competing Tensions) How to Translate Brand Metrics into CFO Language in B2B Organizations About the Guest and Host: Jeff Greenspoon is CEO of The Americas at Kantar, a global leader in brand measurement and marketing effectiveness backed by 50 years of proprietary research. Previously with Dentsu, he brings deep expertise in brand strategy and marketing transformation. Jeff partners with organisations to navigate the tensions between consistency and innovation, and short-term performance and long-term growth, helping brands unlock sustainable, measurable impact. Will Lee is CEO of ADWEEK, the leading media platform serving the marketing and advertising industry. Previously, he was Chief Operating Officer of NPR, where he oversaw strategy, transformation, and growth across its national network of member stations. He has also led digital businesses for PEOPLE, Entertainment Weekly, Sports Illustrated, and The Hollywood Reporter. With two decades in content, audience growth, and brand development, Will is based in New York City with his family. Guest Resources: Jeff Greenspoon on LinkedIn:   / jeffgreenspoon   Kantar Website: https://www.kantar.com/ YouTube Chapters: [00:00] Intro [01:02] Understanding Brand Tension: The Foundation of Growth [02:13] The Meaningful and Different Framework: 70% Growth Advantage [03:51] Nespresso and Sustainability: Balancing Luxury With Purpose [04:31] Barbie's Reinvention: Consistency Meets Cultural Relevance [07:31] How CMOs Protect the Brand North Star While Experimenting [09:36] Short-Term vs. Long-Term: The CMO's Greatest Challenge [11:27] Brand as Financial Strategy: The 4-to-1 ROI Ratio [13:02] Kantar's Blueprint for Brand Growth and Predictive AI [17:17] Budget Cuts: Why Killing Brand Spend Sacrifices Years of Growth [19:04] B2B Branding: Translating Brand Metrics Into CFO Language [22:21] Key Takeaways: Navigating Brand Tensions for Enduring Growth Subscribe to our channel! https://goo.gl/JpCqzs ↓↓ Leave a comment below ↓↓ Check out the original article here! Insert Link here Check out our full video catalog: https://goo.gl/Ky9LT8 Follow us on: Twitter: https://goo.gl/U2sVPW Facebook: https://goo.gl/G5DRR1 Instagram:   / adweek   TikTok:   / adweek   Reddit:   / adweekmag