Reinventing Brand Tracking to Meet the Demands of Marketing Today
For more than three decades, Millward Brown has led the way in devising new and better brand tracking survey designs and analytic techniques. Over this period, we’ve carried out 15,000 brand studies and built up a database of over 25,000 brands around the world.
Now, in response to massive changes in the marketing and brand management landscape, comes the next leap forward.
In developing Dynamic Tracking, we’ve identified best practices in research methods. We’ve made extensive use of qualitative and quantitative techniques to explore shopper insight and sales activation. And we’ve questioned and challenged everything we know about concept and copy testing, word-of-mouth tracking, brand health, and brand equity evaluation.
Above all, we’ve given free rein to our creativity and drive for innovation, as we constantly seek to refine and perfect the tools we can offer you for getting to the heart of what makes your brand successful.
Dynamic, Not Static: A Process, Not a Product
The clue is in the name. Dynamic Tracking is not just wider in scope than other methods of monitoring brand success; its unique modular structure also makes it far more flexible and responsive both to your current needs and to all the changes that may occur in your brand’s environment over time—from shifting consumer attitudes to an unexpected increase in
competitor activity.
Most importantly, the process begins with a discovery phase. There is absolutely nothing “off the shelf” about Dynamic Tracking. Before we can even begin to design your ongoing survey, we need to explore your brand and business issues—not just by discussing them with you, but by talking to all the relevant people responsible for the long-term health of your brand.
And, once your Dynamic Tracking study goes live, we’ll maintain regular communication with you and your brand management team, providing you with a constant flow of data and insights.
A Modular Approach to Keeping Pace with Change
As we explain below, each Dynamic Tracking module explores a specific aspect of overall brand health. A set of core questions ensures accuracy and enables us to provide you with valid comparisons against our database; but we will always tailor the content of each module to your particular issues and category.
The key, however, to Dynamic Tracking’s unrivaled responsiveness to change is that different modules will be brought into your study, or withdrawn from it, as the opportunities and challenges facing your brand shift and evolve. By constantly reassessing and, if necessary, adjusting the design of your study, we can ensure that you always know exactly what you need to know, exactly when you need to know it.