South Africa, Oct. 22 -- Kantar found that three-quarters of those brands are seen by consumers as highly "Meaningfully Different"; these brands grew twice as fast as the rest.

In a cost-conscious market, this kind of distinction can strengthen customer preference, support pricing power and build resilience.

Decisions far from marketing

Yet the decisions that influence brand value are often made far from marketing.

They sit in a pricing review, a customer-service policy, a procurement decision, a product redesign, a response to a complaint, or a leadership conversation in which the customer's experience is not in the room.

Strategic choice

Kantar identifies FNB as the most Meaningfully Different brand in its 2026 Top 30, valuing it ...