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How Brands Really Grow

Audi, Chipotle, sports clothing brand Under Armour, Japanese water brand, I Lohas, and the iconic iPhone. What do these brands have in common? All five enjoyed strong market share growth during the recent recession, and each one gained share at the expense of their competition. Unlike McDonald’s, Aldi or Amazon, which also grew, the others are not well known for offering low prices. So how did they grow share? They took what made them different from the competition and made it meaningful and salient to a wider audience.

Think Different to Be Distinctive

Our research shows the strongest brands are both Different and Distinctive. Perceived differentiation is driven more by whether people view a brand as unique: think Burberry or, setting the trends for its category, think Apple. Difference can be driven by an innovative product, positioning or even tone of voice. Distinctiveness is driven by sensory and semantic cues that make the brand easy to recognize, for example colors, packaging, logo, design or taglines. Given these definitions it becomes clear that Burberry and Apple are both different and distinctive. Is your brand Different, Distinctive or both? Read more.

Published in:
M&M Global

The Digital Blind Spots That Jeopardize Your Brand

Digital is often considered the most measurable medium, but quantity of digital metrics does not equate to quality of measurement. Many digital blind spots prevent brands from fully anticipating or measuring the response to their campaigns. Ignoring these blind spots may jeopardize your brand's overall success.

The RadioShack Name: Worthless or Worthwhile?

RadioShack Brand Name Could Play a Key Role in the Company's Revival

After months of speculation, the bid for RadioShack by Soohyung Kim's hedge fund Standard General was officially approved in bankruptcy court, saving the ailing electronics retailer from imminent liquidation. While RadioShack's road to bankruptcy has been long and well documented (the company was last profitable in 2011), Mr. Kim sees promise where others did not.

Published in:
AdAge

Which Devices Are Your Target Audiences Using?

Each generation uses digital differently to consume content and shop for products and services, and marketers need to understand these differences to target their desired audiences on the devices they are most likely to be using. Millward Brown Digital surveyed more than 1,000 consumers in three generations (millennials, born after 1980; Generation X, born 1965-1980; and boomers, born from 1946-1964) to see how different age groups favored different screens for various activities. Published in Adweek, April 12, 2015.

Published in:
AdWeek

What Will It Take For Chinese Brands To Be Accepted By Global Consumers?

The importance of brand continues to grow in China, due to increased levels of consumer purchasing power, value expectations and sophistication. Chinese companies that have invested in brand building are now reaping the benefits. So why is there still a persistent gap between how consumers view Chinese versus global brands? Doreen Wang, Global Head of BrandZ at Millward Brown, suggests that Chinese brands need to find meaningful and appealing points of difference in order to thrive on the global stage.

Published in:
forbes

Putting a Value on Brand

Businesses understand that building a strong brand helps generate a price premium and increases sales volumes. For many of the stock market’s leading performers it is the strong brands they have built that drive market success. Doreen Wang, Head of BrandZ at Millward Brown explains why investment banks, financial analysts and private equity investors should pay more attention to “brand” in investment valuations.

Published in:

Shares Magazine

Marketers: How to Bridge the Generational Screen Gap

Strategies for Brands to Reach Users on Different Screens Based on Intent

Published in:
Advertising Age

How to go native

Native advertising was a real talking point in 2014, yet only a minority were truly making the most of it. In 2015 this will all change though, as publishers will offer advertisers solutions that are both impactful for marketers and compelling for their audience. However, leveraging this new technology is not as simple as merely purchasing an ad. In this article, Jon Salm, Client Analyst, Millward Brown Digital, explains how you and your brand can best make use of native advertising.

Published in:

The Economist

Worth Every Second?

When micro-video platforms began to introduce paid marketing options, it created a whole raft of new opportunities for brands to leverage the unique aspects of these channels. However, in order to ensure that branded content can succeed, you need to make sure that your messaging complements the specific demands that each platform has. In this piece, Amanda Phillips, Sales & Marketing Director, Millward Brown, explains how you can best optimize your micro-video content to work best for you.

Published in:
Digital Marketing Magazine

Why the Need for Pre-Testing has Never Been Greater

Today a smart media strategy is a necessity—but without effective creative it doesn't matter how well the ad is delivered. Today’s on-demand pre-testing solutions provide a fast and cost-effective means to ensure that the creative deployed is as effective as possible, helping to improve return on investment when time and budget are tight.

What Differentiates Winning Mobile Campaigns in APAC?

Millward Brown partnered with the Mobile Marketing Association (MMA) in APAC to analyze more than 50 campaigns for the SMARTIES Awards. Learn more about what makes a mobile campaign a winner.

How to Make the Best Use of Music in an Ad

When used well, music can be a powerful enhancement for an ad. Although the use of music does not automatically confer benefits, the inspired use of the right music can affect every aspect of an ad’s performance.

We Know How You Feel

Computers are learning to read emotion, and the business world can’t wait. An article in The New Yorker about Affectiva, Millward Brown’s partner for facial coding.

Published in:
The New Yorker

2015 Digital & Media Predictions

Millward Brown's digital and media experts from around the world annually share their predictions for the year ahead, forecasting important trends and providing recommendations to help marketers drive brand growth.

Moving From Big Data To Intelligent Data

Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data.

Published in:

CMO

Escaping the Silos

Advertising is most successful when it is designed to achieve a specific task, but the battle of media belief systems often undermines ad effectiveness. To get the most from media budgets, advertisers must align media strategies around their advertising goals.

Mobile Makes Everything Digital in 2015

Smartphones have become the ultimate wearable technology, always with us and always on. In 2015, brands will need to use mobile not only as channel but as a means to increase the potency of all other brand touch points to reach consumers at the right time, in the right place with the right content.

Published in:
M&M Global

Millward Brown Perspectives

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Looking Back: 2014 Digital & Media Predictions

Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year – forecasting the latest digital and media trends and providing recommendations to help advertisers move confidently into the year ahead.

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