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In 2010 and 2011, Hewlett-Packard Co.'s (HP) Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It did not help that the HP printer was priced higher than the competition—despite its lower cost of printing.
As companies like the The Coca-Cola Company continue to push the envelope on creating immersive campaign experiences, the way research influences and measures these experiences must evolve.
Over the past three decades, technology has been
central to business transformation and growth. Technology
has been and continues to be a catalyst for change. It
shapes not only how businesses are run, but also how
brands are built.
The Cannes Lions demonstrate that creativity and effectiveness can go hand-in-hand.
Taking the Long View looks at the importance of long-term sales effects versus short-term sales effects. Learn more about Millward Brown’s Meaningfully Different Framework and how the validation of copy-testing metrics around brands being meaningful, different and salient impact long-term sales growth.
Strong brands drive financial performance by ensuring that the most motivating brand associations influence purchase behavior. Multi-sensory cues ensure people recognize brands and respond positively. Knowing what makes your brand recognizable and triggers the most motivating impressions is critical to maximizing your brand’s full potential.
Until 2013, India’s FMCG (Fast Moving Consumer Goods) sector had experienced five consecutive years of double-digit growth.
While quality is key to brand success, an effective advertising campaign can be instrumental in shifting perception and behavior toward campaign goals.
The Market Research industry is changing. Interviewing methods change as new technologies develop. There is the never ending pressure to deliver research quickly and cheaply.
As the great Canadian folk singer Joni Mitchell wrote: I’ve looked at life from both sides now. When I was a smaller-market Client Researcher for two multinational CPG manufacturers in Canada, I was often pressured to forgo local creative and adopt global creative platforms to save on production and keep strategies aligned. Now, as a smaller-market Research Consultant, I am often the one who encourages clients to determine where they can happily leverage global creative efficiencies instead of producing local ads.
Most successful launches are supported by strong advertising. The quality of launch advertising can affect the development of both brand awareness and trial. And, as with all good advertising, it must clearly communicate a motivating message and focus on branded memorability.
Perhaps you're kicking and screaming, but you've finally decided to alter your research design to capitalize on mobile devices.
Umbrella branding can be a successful marketing strategy. However, this depends on having a consistent and clear brand identity across the variants. It also needs to be recognized that, while this approach can help “kick start” variant launches, halo effects are not guaranteed. Only around a quarter of variant ads benefit other variants within the portfolio so it is usually necessary to support individual variant launches.
In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.
Today’s consumers want to get the best prices, but offering your brand at a discount can undermine profits and threaten viability. Smart brands utilize strategies to create and sustain a meaningful difference that helps consumers justify spending more. By identifying your audience, understanding your competition, and knowing your brand’s meaningful difference, you can ensure that consumers perceive your brand as premium and worth a higher price.
By Ali Rana, SVP & Head Scientist, Emerging Media Lab, Millward Brown Digital
By Nigel Hollis, Chief Global Analyst, Millward Brown
Globally, we now spend more than three hours a day consuming mobile media but consumers remain more receptive to TV ads. Millward Brown’s Duncan Southgate assesses how to convert the time spent into brand building.