What's Happening?
During a Brandweek 2025 session, ADWEEK CEO Will Lee and Jeff Greenspoon, CEO, Americas of Kantar, discussed how brands can leverage tension to drive growth and transformation. Greenspoon defined tension as the
conflict between opposing forces in brand building, such as reinvention versus core values. He emphasized that brands that are both meaningful and different are more likely to grow. Examples include Nespresso, which balances luxury with sustainability, and Mattel's Barbie, which successfully reinvented itself with the 2023 Barbie movie. Greenspoon highlighted the importance of maintaining core brand elements while experimenting with new strategies.
Why It's Important?
The discussion underscores the significance of strategic brand management in today's competitive market. Brands that effectively navigate tension can achieve long-term growth and resilience. By maintaining core values while embracing innovation, brands can differentiate themselves and command pricing power. This approach is crucial for CMOs aiming to maximize their marketing budgets and ensure sustainable growth. The insights shared by Greenspoon offer valuable lessons for brand managers seeking to balance consistency with reinvention.
What's Next?
Brands are likely to continue exploring ways to integrate tension into their strategies, focusing on maintaining core values while experimenting with new approaches. CMOs may establish guardrails to ensure consistency in brand messaging, even as they adapt to changing market conditions. As marketing budgets fluctuate, brands will need to concentrate investments to maximize impact and drive future growth. The emphasis on brand power as an economic decision suggests that companies will prioritize building strong brand identities to enhance resilience and growth potential.
Beyond the Headlines
The concept of brand tension highlights the ethical and cultural dimensions of brand management. As brands navigate conflicting forces, they must consider the broader cultural conversations and societal impacts of their strategies. The integration of sustainability into luxury experiences, as seen with Nespresso, reflects a growing consumer demand for ethical and environmentally responsible practices. Brands that successfully balance these dimensions can enhance their reputation and foster consumer trust.
