Millward Brown has identified the drivers of long-term brand value growth based on global research on 100,000 brands. Lessons learned from 10 years of the BrandZ™ Top 100 Global Brands rankings can help established and aspiring brands join or remain on the list in the future.
Brand building in Indonesia involves striking a balance between tradition and the new values gaining ground to successfully reach consumers.
The importance of brands in Indonesia has grown significantly in recent years. Building brand loyalty will continue to become increasingly important to marketers as consumers become more brand savvy.
Smartphone and tablet use is on the rise in Indonesia giving marketers opportunities to reach consumers across multiple screens. Develop and deliver relevant messaging to build your brand.
Emotionally compelling brand stories that are rooted in product truths help build meaningful connections with consumers. This can set you apart from the competition help drive brand growth.
The importance of establishing a meaningful connection with consumers has become increasingly important in Indonesia to drive brand growth.
The allure of Indonesia for multinational brands is clear. Being successful in this complex and fast-changing market will depend on building connections with consumers that are locally relevant and meaningful.
Indonesian brands can learn from the rapid growth of Chinese brands. They must define their meaningful difference, be perceived as innovative, and build some love.
In-market brand and ad tracking have greatly evolved but today’s marketing environment is changing even faster. Getting a fast read of what people believe and feel about a brand, and how this is impacted by the communi- cations they see, enables marketers to quickly course-correct to change messaging and creative to better deliver on brand goals.
Cecil’s story is a case study in the power of social media, a channel that will continue to grow in reach and influence – particularly in combination with traditional media. People will never care about brands the same way they do about wildlife, but marketers should still take note. Brands that simply respond to events will fade into the background. Brands that tell a compelling story, one that people will care about, will stand out.
Generation Z seems more receptive to ad formats on Snapchat and Instagram because the ads are consumer-centric, and frequency is low. What can advertisers learn from this, and will these platforms be able to sustain their business model while achieving growth? Facebook is highly successful at monetizing its users but the frequency and intensity of ads required to achieve that clearly comes at a price among this younger audience. Read more.
There are three stages for developing successful social advertising: create an experience, get people to talk about it, and support your campaign with paid advertising. Brands need clearly defined goals to do this well, and deliver ROI. Oreo and Coke are getting it right in China.
The rapid growth of digital and mobile has given advertisers more ways to reach consumers at any time. The advertising industry should be very careful not to damage its most precious resource – consumers and their willingness to receive messages. Read what brands can do to continue engaging consumers in the right way.
Smartphones, Tablets, Smart TVs, and Wearables are everywhere and new technology is perpetually on the horizon. Words like “multiscreen” and “programmatic” have taken over the conversation. Now marketers face the challenge of keeping abreast of all this while coming up with innovative and efficient ways to execute winning marketing strategies. This report, Millward Brown Digital’s 2nd annual Getting Digital Right study, provides an overview of the state of digital. With input from over 400 marketers spanning brands, media companies, and agencies, we summarize their insights and perspectives on getting digital right.
Millward Brown partners with the Second City comedy troupe in the US for an innovative approach to gain consumer insight and generate ideas. Learn more about Consumer Theater from Firefly Millward Brown.
The gap between mobile consumers and online surveys is increasing. Now is the time to bridge it. Making surveys ‘Mobile First’, so they can be conducted on mobile devices or any other device people prefer to use, is the only way we can ensure that the data will still be valid in a year’s time.
Stories are the reason we stay awake late to finish a book, watch a movie or binge watch on Netflix. Stories engage us like little else. So why do we not see more stories used in advertising? If done right, storytelling can make your communications more engaging, more impactful, and more motivating. For the purposes of advertising, however, not any story will do. It takes skill and thought to make a story an effective creative tool for your brand.
In this Financial Times special report, learn the major stories that defined this year’s BrandZ™ Top 100 Most Valuable Global Brands; from what it is about Apple that makes it so successful, to consumers moving away from Luxury brands and what impact that is likely to have on the category as a whole. See the impact that millennials are having on brand strategy, as well as what the banking industry should be doing to repair its reputation in these exclusive reports from the Financial Times, using BrandZ data.
To be certain that brands are backing ads that will deliver ROI, marketers really ought to be testing every execution. However, owing to the traditionally high cost of pretesting, often only the most expensive formats end up being tested. Yet, as Daren Poole, Global Brand Director, Creative Development, Millward Brown, argues, if marketers are more pragmatic about the level of insight that they actually need, they can test more creative across more channels and executions without the higher price tag.
The rapid evolution of digital advertising in the last decade has presented increasing complexity in measuring its impact. The diverse measurement metrics for advertising ultimately boil down to two key areas: campaign delivery and brand/sales effect. These combine to measure ROI. Read our report.