Marketing Council Standards Board

Accredited with the origination of the "Meaningful Different and Salient" framework used by Kantar as the basis of their brand valuations.

• "Meaningful" is defined as how well a brand is perceived to satisfy functional, emotional, and social needs.
• "Different" is defined as how well a brand stands out from competitors in unique and distinctive ways.
• "Salient" is defined as how quickly a brand can come to mind at a time of consideration.