Know What's Happening in Business

The Growth Paradox: Jeff Greenspoon of Kantar on Brand Power

Jeff Greenspoon, Kantar’s Americas CEO, explained on Adweek’s Adspeak how brand tension fuels growth through the “Meaningful and Different” framework. He argued that cutting brand spend during budget squeezes can forfeit three to five years of growth, while sustained investment yields a four‑to‑one ROI on brand salience. Using Nespresso and Barbie as examples, Greenspoon showed how CMOs can protect their brand’s north star while still experimenting boldly. He also highlighted the need to translate brand metrics into CFO‑friendly language for B2B firms.