{"id":237951,"date":"2026-03-22T13:48:02","date_gmt":"2026-03-22T12:48:02","guid":{"rendered":"https:\/\/ipmark.com\/?p=237951"},"modified":"2026-03-27T11:45:40","modified_gmt":"2026-03-27T10:45:40","slug":"lo-que-brand-growth-ensenar-marcas-quieren-ganar-bestn-food-2026","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=237951","title":{"rendered":"Lo que Brand Growth puede ense\u00f1ar a las marcas que quieren ganar en Best!N Food 2026"},"content":{"rendered":"

Como en las mejores recetas, el crecimiento es el resultado de una visi\u00f3n clara. Se formula, se testea, se optimiza. Y cuando la receta es la adecuada, se nota: en el mercado\u2026 y en los premios. Cada a\u00f1o, Best!N Food<\/a> reconoce la excelencia en m\u00e1s de 15 categor\u00edas. Todas comparten un denominador com\u00fan: detr\u00e1s de cada caso ganador hay una arquitectura s\u00f3lida de marca y negocio. <\/strong><\/p>\n

Ese es, precisamente, el territorio que DVJ Insights lleva m\u00e1s de una d\u00e9cada analizando a trav\u00e9s de su Brand Growth Platform. 2026 marca un hito especial. Best!N Food celebra su 25\u00ba aniversario y, en DVJ Insights, conmemoramos 10 a\u00f1os de Brand Growth<\/strong>: una plataforma creada para identificar, a trav\u00e9s de evidencia comparativa entre Winners y Non-Winners (marcas que crecen frente a las que no lo hacen), las pr\u00e1cticas que diferencian a las compa\u00f1\u00edas que aceleran de las que se estancan.<\/p>\n

Durante la \u00faltima d\u00e9cada hemos analizado de forma sistem\u00e1tica los factores que impulsan un crecimiento sostenible. Los resultados de Brand Growth 2026<\/strong> \u2014que se presentar\u00e1n en abril\u2014 refuerzan una conclusi\u00f3n clara: las marcas que ganan premios dominan los mismos ingredientes que impulsan el crecimiento real del negocio.<\/p>\n

Brand: el activo que lo orquesta todo<\/h2>\n

Las compa\u00f1\u00edas que crecen gestionan la marca como un activo estrat\u00e9gico. Invierten en consistencia, activan sus brand assets<\/em> con disciplina y alinean a la organizaci\u00f3n en torno a una propuesta de valor clara. No es casualidad que los Winners midan la fortaleza de marca con mayor frecuencia y profundidad<\/strong> (+14% vs. Non-Winners): lo que no se mide, no se gestiona.<\/p>\n

Innovaci\u00f3n: ventaja competitiva tangible<\/h2>\n

La innovaci\u00f3n impulsa el crecimiento cuando aporta valor real al consumidor y est\u00e1 plenamente integrada en la estrategia de marca. La diferencia es evidente: el 58% de los Winners identifica la innovaci\u00f3n como palanca clave de crecimiento<\/strong>, frente al 35% de los Non-Winners. Adem\u00e1s, el 65% de las marcas ganadoras inicia su proceso de innovaci\u00f3n a partir de un insight de consumidor, frente a solo el 24% de las no ganadoras.<\/p>\n

Creatividad: emoci\u00f3n con direcci\u00f3n estrat\u00e9gica<\/h2>\n

La creatividad eficaz conecta insight, storytelling y foco en negocio. La creatividad orientada a resultados fortalece el awareness<\/strong>, la consideraci\u00f3n y la preferencia. Sin embargo, la excelencia no es la norma: solo 20% de las campa\u00f1as logran generar alg\u00fan impacto relevante (>5%) en algunos de los KPIs del funnel de marca. Cuando creatividad, estrategia y datos est\u00e1n alineados, se convierten en un verdadero diferencial competitivo.<\/p>\n

Media: presencia con intenci\u00f3n<\/h2>\n

Las estrategias efectivas combinan cobertura y continuidad. El paso de campa\u00f1as en burst a modelos always-on emerge de forma consistente como palanca de \u00e9xito<\/strong>, manteniendo la presencia y amplificando la eficacia creativa en categor\u00edas como Media, PR, Influencer Marketing y Activaci\u00f3n.<\/p>\n

Data-Driven Decision Making: precisi\u00f3n y foco<\/h3>\n

Las organizaciones que crecen integran los datos en la planificaci\u00f3n, la activaci\u00f3n y la evaluaci\u00f3n. La brecha es tangible: los Winners declaran contar con mejor informaci\u00f3n<\/strong> y convertirla en decisiones con una ventaja de +14pp frente a sus competidores.<\/p>\n

Moment of Truth (MoT) & Shopper Marketing: donde se decide el crecimiento<\/h3>\n

En Gran Consumo, el crecimiento se materializa en el punto de venta.<\/strong> Los Winners cuentan con uno o varios MoT claramente definidos. 64% (+28pp vs no-winners) declara tener un mayor dominio del desempe\u00f1o del MoT, la din\u00e1mica del lineal y los triggers de conversi\u00f3n es decisivo.<\/p>\n

ESG: reputaci\u00f3n que construye preferencia<\/h3>\n

Cuando la sostenibilidad se integra en la estrategia, refuerza la confianza y la diferenciaci\u00f3n. El 82% de los Winners incorpora el ESG en su estrategia global de marketing<\/strong> (vs. 56% de los Non-Winners), consolidando el impacto reputacional y la ventaja competitiva a largo plazo.<\/p>\n

Las marcas que llegan m\u00e1s lejos comparten una misma capacidad: combinan los ingredientes adecuados en la proporci\u00f3n correcta. Media sin estrategia de marca genera ruido. Innovaci\u00f3n sin experiencia se queda en an\u00e9cdota. Creatividad sin estrategia pierde tracci\u00f3n. ESG sin coherencia erosiona la credibilidad. Datos sin decisiones se convierten en reporting. Si Best!N Food celebra a las marcas que mejor ejecutan, Brand Growth ayuda a entender por qu\u00e9 superan al resto \u2014y c\u00f3mo replicar su \u00e9xito.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

DVJ Insights, conmemoramos 10 a\u00f1os de Brand Growth: una plataforma creada para identificar, a trav\u00e9s de evidencia comparativa entre Winners y Non-Winners.<\/p>\n","protected":false},"author":10966,"featured_media":238214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[6207,2398,6167,50],"class_list":["post-237951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-bestn-food","tag-eventos","tag-innovacion","tag-tecnologia"],"acf":[],"yoast_head":"\nLo que Brand Growth puede ense\u00f1ar a las marcas que quieren ganar en Best!N Food 2026<\/title>\n<meta name=\"description\" content=\"DVJ Insights, conmemoramos 10 a\u00f1os de Brand Growth: una plataforma creada para identificar, a trav\u00e9s de evidencia comparativa entre Winners y Non-Winners.\" \/>\n<meta name=\"robots\" content=\"index, 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