Takeaways

Decoding brand success

Global players need to maintain their investment in the region if they are to succeed and grow. If a brand doesn’t grow in Latam it will have a huge impact on global performance.

To be one of the winners in Brand Footprint 2026 marketers need to focus on five key areas.

01.
Set Realistic Targets.

You don’t become Coca-Cola or Bimbo overnight. Brands need to accept their market position and assess the challenges in their category realistically. The focus required will vary depending on size and sector.

02.
Penetration comes first.

Before you can be bought you have to be available, physically as well as mentally. Brand Footprint shows that while frequency drives relevance it ultimately follows penetration, especially for big brands.

03.
High-Low Market Polarisation.

Don’t let your brand get stuck in the middle when consumers are looking at Private Label or Premium. Understand what is happening to your category through this lens and what consumers are willing to pay for your brand.

04.
The Consumption Occasion can
be critical.

Understand how different generations and different moments matter for your brand and your category. The opportunity to own many of these moments remains.