Brand News
Issue 25 | May 2012
Why Brand Personality Matters: Aligning Your Brand to Cultural Drivers of Success
In this Point of View, co-authors Graham Staplehurst and Suthapa Charoenwongse explore the concept of brand personality from a cross-cultural perspective. Find out which personality traits are the hot buttons that help build a brand around the world, and which risk turning consumers off. Graham and Suthapa draw on the CharacterZ brand archetypes as well as Geert Hofstede’s cultural dimensions theory to bring these ideas to life.
How Should Voiceovers Be Used in Ads?
Is it always appropriate to use a voiceover in an ad? What happens to the message when voiceovers and visuals compete? Voiceovers are commonly used in ads across the world, and they seem to aid the communication of factual messages. However, they are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement. This Knowledge Point looks at how the ads in Millward Brown’s Link database used voiceovers, and identifies some key factors to consider.
10 Tips to Optimizing Your Online Branding Campaign
With data available in real-time, advertisers can learn what’s working in a specific online campaign, and make changes while it’s still in market. These changes help save money by reducing wasted, ineffective impressions and ensuring that the right message is delivered to the right consumers. But this data needs to be used correctly or else the wrong decisions can be made. Here are 10 suggestions for optimizing online branding campaigns, from defining objectives to training.
Featured Regional Articles
Growing for Gold
Jim Stengel and Millward Brown team up to deliver a new approach to brand growth.
Attitudes of Internet Users on Social Network Sites
Millward Brown research reveals attitudes of those using social networks in Brazil.