Brands aren’t just logos or products—they live in the minds of consumers. They’re a complex network of thoughts, feelings, and experiences that people associate with a brand. Whether it’s what we’ve heard, what we’ve used, or how a brand has made us feel, all of these associations contribute to how we perceive it. The challenge for marketers is to shape and strengthen these connections in ways that truly resonate with their target audience.
Why Meaningful Brands Matter
Marketing isn’t just about putting a brand out there; it’s about creating a message that means something to the consumer. A brand message needs to be relevant for it to stick in people’s minds and influence their purchasing decisions. This is why companies like Kantar emphasize the importance of “Meaningful Difference.” If your brand message doesn’t align with the consumer’s needs, it can easily get ignored.
Think about the times you’ve seen a commercial and wondered, “Why are they telling me this?” This disconnect happens when marketers fail to understand the specific needs their brand can address for the consumer. Successful brands, on the other hand, identify those needs and effectively communicate how their products or services fulfill them.
Meeting a Range of Needs
Consumers’ needs vary, sometimes drastically, depending on the situation. For instance, what someone might look for in a product when they’re relaxing at home is different from what they’d want when they’re traveling or at work. The most successful brands are the ones that can cater to a range of these needs across different contexts. The more needs a brand can meet, the stronger its connections with consumers will be.
But it’s not just about functionality. A meaningful brand also taps into emotional needs. People don’t always make rational decisions; emotions play a huge role in the choices we make, often before we’re even conscious of them. Brands that can create emotional connections—whether by invoking feelings of security, status, or joy—are more likely to be remembered and chosen by consumers.
Positive Associations and Brand Affinity
A key characteristic of meaningful brands is the positive associations they create. Whether it’s a superior product function or an emotional benefit, consumers have to like the brand on some level. This doesn’t mean they have to love it, but there should be enough positive affinity for it to stand out when they’re choosing between products. Often, this small sense of familiarity or trust is enough to sway the decision in the brand’s favor, simplifying the process for consumers.
The Kantar BrandZ study highlights several global brands in 2024 that have successfully built meaningful connections. Brands like Microsoft, Coca-Cola, and Nivea all have strong associations in their respective categories. Microsoft meets functional needs in both home and office environments, Coca-Cola is a go-to for a variety of consumption moments, and Nivea has built trust across generations. This level of brand meaning does two important things: it broadens the brand’s appeal and helps consumers justify paying higher prices.
How Meaning Drives Success: The Netflix Example
One brand that exemplifies this concept of being meaningful is Netflix. In 2024, Netflix saw its brand value rise by 51% from the previous year, reaching a staggering $75 billion. Seventeen years after entering the video streaming market, Netflix commands demand levels comparable to YouTube, even though it’s a premium, paid service.
So, how has Netflix achieved this? According to Kantar BrandZ data, Netflix stands out because it meets a wide variety of consumer needs. Consumers perceive Netflix as offering a superior range of content, better quality, and a user-friendly experience. These elements, consistently delivered over time, have built a strong emotional connection with consumers, fostering trust and excitement about what the brand will offer next.
In fact, Netflix’s strong brand connection has allowed it to make bold decisions, like restricting password sharing and raising subscription prices, without suffering significant revenue losses. In 2023, Netflix posted a record $5.4 billion profit, a testament to the power of being a meaningful and trusted brand.
How Brands Can Become More Meaningful
So, how can other brands emulate this success? It starts with a strategy that identifies both the functional and emotional needs of its target audience. Brands should ask themselves key questions: What is our brand known for? What do consumers value about our products? Are we connecting with their emotions as well as their practical needs? How can we innovate to address even more needs and enhance the user experience?
Additionally, brands need to look at how they compare to their competitors. What gaps exist between the brand’s current positioning and where it needs to be? Investments may be required to close these gaps, but the payoff—stronger connections with consumers and increased revenue—makes it worthwhile.
In a crowded market, being a meaningful brand isn’t just about standing out; it’s about forming lasting connections that drive consumer loyalty and justify premium pricing. By meeting both functional and emotional needs, brands can ensure that they remain relevant and valuable in the minds of consumers. The key takeaway is clear: the more meaningful a brand is to its audience, the stronger its business performance will be in the long run.sting attributes against them. It’s about asking: what is the brand known for? What can it amplify through communications in all channels? Does it have complementary, positive emotional associations providing a balanced set of mental connections? What innovations can help the brand address more needs and more occasions, and improve the user experience?
Brands then need to understand what gaps exist between their positioning and competitors’ and what investments might be required to close them. Ultimately, being more Meaningful delivers increased volume and margin over time, creating a clear business case for such investments.
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