Consumers love choice, says Andy Brown, CEO and chairman of Kantar Media.

“They love the fact that they probably have more choice now than they’ve ever had in the context of whether you’re talking about media brands or consumer brands,” Brown said.

Speaking at the INMA South Asia Media Festival, Brown said the challenge this presents is being able to stay on top of it all.

“There is research in the past which has shown that most people can recall, in any category, a maximum of seven brands. So clearly, as markets fragment and there’s more choice, the challenge for marketers is to invest behind their brand in order to make sure that it stands out and is one that is retained in the minds of the consumer.”

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