The world of marketing has grown and there is a myriad of ways consumers can be targeted from where to reach them to the content you use to get their attention. One option is to identify and own key “moments of consumption”. Mahesh breaks down the five key categories these “moments” fall into.
How do you define true innovation and leadership? To me, truly leading innovation does more than disrupt the established order; it shapes and creates something genuinely ground-breaking, delivering benefit for all consumers and perhaps establishing an entirely new competitive landscape in the process.
Kantar TNS set out to determine whether financial services organisations and their brands are appropriately valuing their women customers, and whether women feel that they are valued customers. We conducted a UK-wide study based on 31,291 interviews and involving more than 650,000 women.
Brand Imprint is a new measurement that focuses on instant recognition and the importance that Clarity, Communication and Consistency have on building brand equity.
Marketing is about to shift fundamentally. Customer experience has become very important as has a focus on the ‘last mile’ of the purchase journey. Soon, consumer reviews will hold the same weight as advertising campaigns.
What determines that todays strong brands will be strong brands in the future? Learn what a recent “Brands Ahead” study from Kantar TNS and Grey tells us in this article by Hartmut Scheffer, Kantar TNS.
Reliability, Self-similarity and Iconography, and Substance over Appearance are three key properties that sets the German market apart from any other. Read the article by Christoph Prox, Kantar Added Value.
Gen Z is the digital generation but brands shouldn’t allocate 100 percent of budgets to digital – they need to find a balance and synergies between both digital and traditional
Both large and small brands are demonstrating the benefits of taking calculated risks. These can fail but in the long term what is more dangerous for your business? Moving forward or standing still?
Brands are under increasing pressure to have a strong point of view on world events, but what should they consider before taking a side?