Consistency compounds into growth
StatBrand & Creativity
Brands that show up the same way everywhere deliver a +111% growth advantage over brands with less consistent perceptions, which show 0%. Each interaction reinforces the last, building clarity, trust and memory.
Source
Be Distinctive Everywhere: The Experience Edition 2026 - Jones Knowles Ritchie x Kantar (2026)
Jones Knowles Ritchie (JKR) x Kantar
p. 51; Kantar BrandZ Most Valuable Global Brands 2025
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StatWhere brand equity is actually builtStatImproving customer experience makes a brand 2.5x more likely to significantly grow market shareStatDistinctiveness, experience and product factors drive 62% of what makes a brand different - communication only 20%StatMeaningful Difference accounts for 94% of a brand's pricing powerStatA shared belief gives brands 9x higher volume share, 2x higher price paid, and 4x greater odds of growing value shareStatAffinity nearly doubles repeat purchaseStatThe most distinctive brands more than doubled the growthStatOwn product experience and word of mouth score highest on brand impact; print ads, OOH, online ads and sponsorship score lowestPrincipleBrand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrincipleThe distinctiveness test for any brand experience: could a competitor have offered this same experience?PrincipleThe Distinctive Experience Cycle: a shared belief drives Expression, Participation, Experience and Validation in a loopPrincipleDistinctive experiences are Effective, Unique and Empathetic