Thought Leadership

To Succeed with Young Digital Natives Build Share of Heart

Generation Z promises today’s brands a world of opportunity. Aside from having a distinctly different profile from millennials and preceding generations, Gen Z will inevitably influence older generations’ buying behaviors and decisions, so brands must act now to identify meaningful ways for winning with these consumers.

Game-changing Technology Enriches Mobile Device Data

Kantar and Millward Brown have investigated how mobile search involves brand mentions and drives brand value growth. It’s clear that no successful brand can ignore joining the app revolution.

Slower Growth, Changing Needs, New Technology Will Reshape Branding

WPP brand experts recently gathered in New York for a session about the future of brands. The following remarks are excerpted from the wide-ranging conversation of J. Walker Smith, Chairman, The Futures Company; Nigel Hollis, Chief Global Analyst, Millward Brown; and Joanna Franchini, Vice President – Cultural Insight, Added Value.

New Digital Analytics Measure Ad Effectiveness for Building Brands

Millward Brown’s newest tracking approach, Digital Behavior Analytics, applies advanced analytics to digital signals like search patterns and social conversation to derive validated indicators of attitudes and behaviors that we already know build strong brands.

Innovative Brand Experience Delivers Faster Value Growth

CEOs who will succeed in the future will focus on how to grow top-line revenues and generate greater bottom line profits by identifying opportunities with more valuable customer groups, accessing latent markets, and creating category shaping products and services. Joining the dots across their operations so that people, products and processes are customer focused will also be essential.

Fast-rising Asian Brands Offer Important Lessons for Building Strong, Flexible Brands

Asian markets will only grow bigger and dominate more of the global arena in the coming years. And the O2O market is more advanced in Asia than in other regions. Marketers who understand how Asian brands operate and apply their insights in tangible ways will benefit. Learn more.

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