SBP 010: The Meaningful Difference Framework, with Graham Staplehurst and Jorge Alagon

The Sleeping Barber podcast welcomes Graham Staplehurst, Director of Thought Leadership at BrandZ Kantar, and Jorge Alagon, Global Head of Data Science Innovations at Kantar. On this episode, we discuss the 2022 Global Brandz Report and decouple the 'Meaningful Difference Framework.' We also discuss what it means for brands to be salient, meaningful, and different, as well as how they can use the framework to create value. It is a fantastic conversation that we're confident you will enjoy.

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Our Guests:

Follow Graham Staplehurst on LinkedIn: https://www.linkedin.com/in/gstaplehurst/

Follow Jorge Alagon on LinkedIn: https://www.linkedin.com/in/jalagon/ 

The 2022 Global BrandZ Report: https://www.kantar.com/campaigns/brandz/global

The Meaningful Difference Framework: https://kantaraustralia.com/kantar-millward-browns-meaningfully-different-framework-receives-marketing-accountability-standards-board-accreditation/

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The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

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Timestamps

• 0:43 - Introduction to Graham Staplehurst and Jorge Alagon
• 2:34 - The Brandz Model and tracking the value of brands
• 4:27 - What is the vision of Brandz?
• 6:50 - How are brands valued?
• 9:20 - What makes Kantar's database valuable?
• 13:20 - What is the meaningful difference framework?
• 20:00 - What other attributes were considered for the meaningful difference framework?
• 25:20 - Understanding salience
• 28:42 - How does emotion stand as an attribute within the meaningful difference framework?
• 35:00 - Are brands really important? What does neuroscience say?
• 37:00 - How do brands create value?
• 39:30 - What are the important attributes marketers should be applying?
• 47:40 - How do you weigh the meaningful difference attributes against one another?
• 50:40 - How is 'difference' defined in the meaningful difference framework?
• 56:00 - The attributes help nudge consumers
• 56:45 - How actionable are the three core attributes?
• 01:00 - How to think about being meaningful as a brand
• 01:01 - Are there nuances between B2B and B2B industries?
• 01:09 - Post pod discussion