Consumer predisposition pays in volume, growth and price simultaneously
9x
volume share
4x
value share growth
2x
price paid
StatBrand Strategy
Brands that people are strongly predisposed to have 9x higher volume share, 4x the likelihood of growing value share and 2x higher price paid than brands with weaker predisposition. Predisposition pays in volume, in growth and in margin at the same time.
Source
10 Charts to Make You a More Effective Marketer, 2026 Edition - Kantar UK Marketing Effectiveness Practice (2026)
Kantar UK Marketing Effectiveness Practice; foreword by Simon Atherley, Head of Marketing Effectiveness
Chart 02, p. 7, 10 Charts 2026 (Kantar UK), Blueprint for Brand Growth comparison of top third vs bottom third performing brands
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StatMarketers and CFOs disagree by 28 points about whether marketing drives long-term growthStatStrong brands outperformed both the S&P 500 and the MSCI World index over nineteen yearsStatPricing power comes overwhelmingly from meaningful difference rather than salienceStatBrands with strong pricing power are measurably more resilient to price increasesStatCreative quality is the largest profitability multiplier a marketer can actually changeStatStrong creative content returns four times the marketing investment behind itStatPaid media accounts for under a third of what builds brand equityStatWell-branded creator content delivers over 60% more brand impact than weakly branded contentWarningNearly three quarters of creator content fails to link back to the brand paying for itStatIntegration lifts brand impact by 30%, integration plus channel customisation by 57%StatThe share of brand impact created by channels working together has more than doubled since 2014PrincipleCutting spend in half protects a brand far better than switching it off