Recent Blog Posts
Wednesday, March 12, 2014
In a recent post on iMedia Connection, Millward Brown Optimor’s Pandora Lycouri and Dmitri Seredenko conclude that Samsung can’t buy love. In “Can Samsung Buy Love?” they contend that simply outspending Apple is not going to overturn the strong emotional connection with users that Apple has earned through consistent innovation and iconic style. Maybe not, but it might help Samsung charge a price premium over other brands.
I have recently spent some time exploring how some brands manage to charge a price premium. Premium is the ability to command a price premium in any product category; it is not the ...
Monday, March 10, 2014
Congratulations to The Big Lie by Christophe Juan, Meabh Quoirin and James Murphy which won Expert Marketing Magazine’s Marketing Book of the Year 2014.
My book, The Meaningful Brand, placed third behind Chuck Wall’s Customer CEO which, according to the science, probably leaves me feeling happier than Chuck.
Yes, true to our complex and sometimes self-defeating nature, we humans are apparently happier to come third in a competition than second. The research described by Bob Sutton finds that winners of silver medals compare upwards to the gold medal winner, while the bronze medalists compare downwards to people who ...
Thursday, March 06, 2014
Millward Brown has launched a self-service, copy-testing solution for print and outdoor advertising. eStatic from Millward Brown is powered by ZappiStore, and is designed to help marketers quickly gauge an ad’s creative effectiveness; typically in less than six hours. I believe that this is just the first of a number of app-like solutions that will ensure marketers can easily get consumer feedback when they need it.
You know the situation all too well. Time pressure is growing, and it is tough to stick to a plan when things keep changing on a daily basis. As much as you might want ...
Monday, March 03, 2014
A few weeks ago I spent several hours teaching my Mum to shop for groceries online. The experience was a new one for her, but by the end she seemed reasonably comfortable with the process. There were, however, a couple of things that gave us pause for thought, the most obvious one being how do you choose a cauliflower online?
A visit to my Mum’s larder is like taking a step back in time to my childhood. All the familiar brands are there: Fray Bentos, Del Monte, Baxters, McVitie’s, Marmite and more. These are the brands that habit and salience ...
Wednesday, February 26, 2014
Sue Elms and I were chatting the other day about how brands can get the best return from their digital investments. The discussion was prompted by the announcement by Jon Moeller, P&G’s CFO, that digital would comprise 30% of the company’s global media spending in 2014. He justified the shift on the grounds that digital offered a higher potential return due to more effective targeting.
Sue and I agreed that this is a great statement of intent. Advertisers have to be where their consumers are, and these days many people are online, either through a computer or increasingly a mobile ...
Tuesday, February 25, 2014
Apparently, I am not the only one who dislikes the practice of re-targeting. Bill Pink passed on this tweet from Sarah Silverman, “Amazon I love u but just b/c I bought a trash can doesn't mean i need all ur latest trash can news. I got one. I'm set.”
Of course, she is right. Amazon ought to know she has bought a trash can, and maybe it does, but the simplistic mindset that behind these systems works on the principle of, “You looked at this so you must be interested.” Actually, no, for most things that we buy in life, ...
Wednesday, February 19, 2014
Thank you to all who voted for The Meaningful Brand in the public round of voting of EMM’s Marketing Book of the Year 2014 competition.
As a result of your support The Meaningful Brand is now through to the second round, where an independent jury of 15 senior marketers will make the final choice out of the remaining top five from the public voting.
All five finalists (in alphabetical order) are as follows:
Customer CEO – Chuck Wall
Digital State – Simon Pont
Return on Relationship – Ted Rubin and Kathryn Rose
The Big Lie – Christophe Jouan, Meabh Quoirin ...
Monday, February 17, 2014
Sometimes nothing but a burger will do. With this in mind, Jill and I stopped into Johnny Rockets which claims to be the home of the original hamburger. The burger itself proved unexceptional, but what really caught my attention was how the staff turned a potential negative experience into a positive one.
Shortly after we sat at the counter, all of the wait staff suddenly lined up and performed a dance routine accompanied by the music on the jukebox. It was an unexpected and fun little episode. Intrigued as to why they put on this show, I asked our server ...
Wednesday, February 12, 2014
Mobile Marketer has named Millward Brown as Mobile Researcher of the Year because of our dedication to understanding mobile’s role in the path to purchase.
Specifically the site noted that Millward Brown’s research stands out because of the greater focus on the mobile’s impact on branding, alongside all the other channels with which a marketer might interact with their customers and consumers.
It is always nice when the work we do gets recognized by an independent body. We have done a lot of work to help marketers understand how best to use mobile, from testing individual mobiles ads to using ...
Monday, February 10, 2014
I recently returned from Marrakech, Morocco. While most of my time was spent working, I did spend a day exploring the traditional market or souk. The Marrakech souk is the largest in Morocco and, as well as being a fascinating place to visit, it was very easy to get lost in the twisting alley ways. One reason it is easy to get lost is that so many stalls look alike and many sell the same things.
You get some intimation of the how similar things are in the Jemaa el-Fna square before you even enter the souk’s alleyways. During the ...