Meaning and Difference

 Kantor BrandZ consistently finds that the brandsthat people perceive to be Meaningful (fitting people'semotional and functional needs) and Different (uniqueor setting the trends).as well as Salient (coming readilyto nind)-consistently outperform the S&P 500.

lnnovative characteristics 

Our winners score high on one or more of thefolowing innovation attributes: Shaking things up.fits well into everyday life. leading the way. offeringa good range of products and services.makingpeople's lives better, having well-designed productsand services or being committed to sustainability.

Sustained business impact

 Meaningfully different innav ations should drivaimproved business performance. To confirn theimpact of innovation on business results, we lookedot sales (where available) ond Kantar BrandZDemand Power,Future Power and Purpose metricsto provide evidence of long-term impoct.