Creativity, disruption and advertising can together boost brand value by 265%

It might seem like a no brainer, but there is now evidence to suggest that a combination of creativity, disruption and great advertising has a significant impact on brand value and can boost it by as much as 265%.
In the first quantifiable research of its kind, Kantar Millward Brown used 12 years’ worth of BrandZ data to analyse 3.6 million consumer interviews comparing perceptions of 122,000 brands in 51 markets.
Brands that consumers perceive as creative but not disruptive have grown the