Strong brands are built on clear value-driven positions
AI is accelerating communication. Customer journeys are no longer linear. Brand differentiation is harder to achieve and yet more business critical than ever.
In this environment, owning a distinct value-driven brand position is the starting point for building strong brands.
But how is that achieved in practice?
The Kunde Report 2026 brings together 26 international business cases to show how companies across industries have taken the lead by defining and activating their brand position and direction.
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26 Cases from Market Leaders
The Kunde Report brings together global cases showing how companies turn strategic clarity into measurable market impact.
Each case demonstrates how a clearly defined position becomes a commercial lever — guiding execution, aligning organisations and strengthening performance. Across industries, the cases illustrate how positioning shapes choices, sharpens value propositions and drives go-to-market success.
Together, they reveal the drivers that transform strategy into sustained impact.
Four strategic drivers shaping tomorrow’s market leaders
The report presents four core drivers that differentiates brands that lead. Together, they show how a distinct, value-driven brand position becomes the foundation for sharper decisions, stronger global alignment and more consistent market impact.
These drivers outline how organisations can use AI as a strategic amplifier, how early alignment across markets is critical to success, and why the shift from managing touchpoints to shaping value journeys fundamentally changes how brands influence decisions long before sales.
