Risk vs opportunity: Why saliency can hinder brand growth

It is probably safe to assume that most brands want fame. But that can come at a cost if they rely too heavily on their fame without paying attention to how the wider consumer landscape is evolving.
Kantar’s 2019 BrandZ ranking of the UK’s top 75 brands reveals a number of well-known British brands are currently in a “dangerous and exposed” position. They are ripe for disruption and it is their saliency that is the problem.
“A number of brands are trading on their p