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Wednesday, April 09, 2014

Facebook confesses it needs TV

Susan Hickey recently sent me a link to an article in AdAge titled, “Yes, Facebook Ads Can Be More Effective Than TV. In France.” However, in a fascinating change of direction from that implied by the headline, the article ends with a quote suggesting that Facebook would not have achieved the results it did without TV. So what gives? 

The brief article details the results of a Coca-Cola campaign that utilized TV and Facebook ads. The results were reported as follows: 

“As measured by Kantar Worldpanel, every euro spent on Facebook returned 2.74 euros in additional Coke sales. That was ...

posted in Media, Digital | 2 Comments

Thursday, March 06, 2014

Need to test an ad for print? Now there is an app for you.

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 ...

posted in Media, Digital | 0 Comments

Wednesday, December 18, 2013

More likes win approval, but what gets a brand liked?

Aegis Media has conducted an interesting experiment to identify the value of the number of “likes” a brand has on Facebook. Its basic conclusion is that a high number of likes do help improve brand perceptions. But that raises a chicken and egg question. Where do the likes come from in the first place?

Aegis Media teamed up with Jon Jachimowicsz and Joe Gladstone, academic researchers from the University of Cambridge Judge Business School, to conduct an experimental design project using a made-up brand called “Ashwood Furnishings.” They created a storyline about the company’s expansion from the UK to the ...

posted in Brands, Media, Digital, Research | 16 Comments

Monday, November 25, 2013

Top down and bottom up marketing

I recently saw Tom Doctoroff, CEO JWT APAC, present at the AdAsia conference in Vietnam. In his presentation he talked about the contrasting models of top down and bottom up marketing. The former focuses on broadcasting a brand idea and the second relies on creating brand content so compelling people will talk about it and share it. Given what I see this view makes perfect sense of the marketing world as it exists today.

Tom characterized top down marketing as the traditional model of advertising; come up with a great idea and then broadcast executions that will leave memorable brand ...

posted in Brands, Creative, Media, Digital | 3 Comments

Wednesday, November 20, 2013

Emotional over a sales pitch for viral advertising

Nothing annoys me more than when people make unfounded and potentially detrimental assertions in order to sell their service or product. So it was with dismay that I read the Harvard Business Review (HBR) post by Kelsey Libert and Kristin Tynski titled, “Research: The Emotions that Make Marketing Campaigns Go Viral.”

I am not arguing with the fact that certain emotions influence the viral potential of a marketing campaign. That is old news, primarily because emotions have always influenced the effectiveness of marketing campaigns, online or off. The conclusion that surprise, anticipation and admiration are overwhelmingly related to successful viral ...

posted in Creative, Media, Digital | 285 Comments

Monday, November 18, 2013

Safely extending the NPR brand

Regular readers of this blog will know that I am a fan of National Public Radio (NPR) and Vermont Public Radio (VPR) specifically. Radio still has an important role to play in my life, complementing my active online news consumption with more passive and therefore more expansive news coverage. Expansive because, lacking direct control over the sequencing of content, I hear things which I might otherwise not listen to. 

So what is NPR worth to me? That’s hard to say if for no other reason than my financial support goes directly to VPR, and that organization then decides what shows ...

posted in Brands, Media | 0 Comments

Thursday, October 10, 2013

So if Miranda is "Cord Never," what am I? "Cord Cut"?

According to an article in AdAge, Miranda is designated a “Cord Never” because she doesn't pay for cable or satellite programming. 

So I guess that I must be “Cord Cut.” That sounds a bit like a baby being severed from its umbilical cord, but then maybe that is not a bad analogy. At one point in time, most of my entertainment came through a coaxial cable, but not any longer.

I severed the cord to my TV entertainment years ago and only returned to watching video on a TV in 2009. Essentially my TV is my monitor and everything ...

posted in Media, Digital | 7 Comments

Wednesday, October 02, 2013

So does your brand really need to be active in social media?

Tyler Brûlé, editor in chief at Monocle, does not believe a brand needs to be active in social media. Brûlé is quoted in an AdAge article as saying:

Just because a new platform is out there, doesn't mean you need to be on it.

Well, Amen to that statement. Unless you have a clear rationale for why your brand should be active in social media, perhaps it would be better off not wasting time and resource on doing so.

No, I am not being a luddite. I am simply suggesting that social is just a communications channel, and like any ...

posted in Brands, Media, Digital | 12 Comments

Wednesday, September 11, 2013

Apple's Dilemma

My new book, The Meaningful Brand, is intended to be a road map for how best to generate financial value growth from a brand. The journey starts by identifying the brand’s meaningfully different experience. Once that is done, the experience must be enhanced and exploited for the commercial benefit of the business.

One of the important ways of exploiting a brand’s strength is to make the brand accessible to new consumers by making it more affordable. The objective is to encourage more people to buy the brand but without reducing either its perceived value or the margin made on ...

posted in Brands, Media, Digital | 11 Comments

Monday, August 19, 2013

Explaining a smartphone to a caveman

By Monique Leech – Director Digital Solutions, Millward Brown South Africa 

Consumers have evolved, the essence of great marketing stories should too.

I recently attended the South African Mobile Marketing Association AGM meeting, where one of the most thought-provoking, entertaining and random conversations I have been involved in occurred. This revolved around determining how one would explain the concept of a smartphone to a caveman. On the face of it, it seems a rather simple concept, since technology is such a ubiquitous part of our everyday lives. But when you really give it some thought, it is a great deal ...

posted in Media, Digital | 1 Comments

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