Insights

Mobile Marketers Should Follow the Lead of Asia Pacific Brands

A strong culture of mobile innovation has emerged in the Asia Pacific region where most 'digital marketing' equals 'mobile marketing'. It’s not surprising that the eyes of marketers in other regions are starting to turn to Asia to see what can be learned about inspiring consumers to interact and engage with their brands.

Published in:
M&M Global

Building an Insights Engine

In today’s highly dynamic business landscape, customer centricity has become the key competitive advantage. To understand how successful firms achieve such high levels of customer centricity Kantar Vermeer partnered with Unilever to find the correlation. The recent cover story in Harvard Business Review features findings from our Insights2020 study and includes the 10 characteristics proven to make a successful “Insights Engine”.

Published in:
Harvard Business Review

Candidates as Brands

Millward Brown measured the Brand Power of the U.S. presidential candidates as they would any brand – on the basis of their Meaning, Difference and Salience – and compared performance with 100,000 commercial brands in the BrandZ brand equity database. The study explores each brand’s Power and their similarities with consumer brands.

Use a Social First Strategy to Build Your Brand

In the near future, socially driven campaigns will become a far more important way to reach consumers who will otherwise remain off marketers’ digital radar. To do this, marketers need to create more remarkable, emotional or useful content to leverage the true power of social to build their brands.

Getting Digital Right 2016

Although marketers are more confident in the use of big data, challenges remain around understanding shifts in consumer behavior. A clear picture of the touchpoints that influence consumers along their decision journey will help brands determine the right media mix to reach them. Getting this right will be critical for success in today’s connected world.

Surviving the E-commerce Hype Cycle

E-commerce in Indonesia is relatively small by global standards, but the category is starting to see dramatic growth. By some estimates, e-commerce will represent 8 to 10 per cent of total retail sales in Indonesia within the next decade. And the value of e-commerce is expected to hit US$24 billion this year – twice the value of e-commerce in 2014. Many businesses are now looking at how they can ride this wave.

The Power of Creative Storytelling

Entertaining stories help brands maximize their marketing budgets with ads that people remember. The key to storytelling success is to bring to life resonant and disruptive big ideas in well-told, imaginative ways. Storytelling is a powerful tool for marketers.

Content Marketing Needs to Grow Up

Some people view content marketing as paid-for-content masquerading as editorial. Others think it’s the saviour of traditional advertising in an era of ad blocking. No matter what your view may be, we do know that content marketing budgets are growing and it’s important for marketers to have a clear strategy and measure its effectiveness.

Published in:
M&M Global

Disruption Functions

Innovation is the single biggest factor in how a brand drives value, particularly in today’s environment of disruption. But innovation alone will not guarantee success. Here are 5 steps to take to combine innovation and strategy to grow brand value.

Published in:

economist group

How Consumers Buy Brands: The new decision journey

The digital brand ecosystem and the sheer volume of behavioural insight data available today have dramatically changed the consumer decision journey. To successfully build brands, marketers should have a solid understanding of the new path to purchase.

BrandZ Spotlight on Myanmar

After decades of isolation, there are clear signals that significant change is under way in Myanmar. People will likely move quickly from limited internet access to a nation of mobile-connected consumers. We can only imagine what these kinds of evolutionary jumps might mean. GDP is forecast by the World Bank to reach 7.8 per cent in 2016, and 8.5 per cent in 2017. By 2020, Myanmar is forecast to have a middle class of over 10 million people. The new BrandZ™ report from WPP and Millward Brown shows there is clearly early mover advantage for brands entering Myanmar now.

Naked Women Don’t Sell Shoes, and Other What-should-be Obvious Ad Truths

Naked women don’t sell shoes, handbags or anything else you might like women to buy. With women having $40 trillion in global spending power by 2018, ignoring this ad truth is a costly mistake for brands. The advertising ecosystem has changed and smarter brands have already adapted.

Published in:
M&M Global

The Digital Life of Dads

This report examines the online behaviors of dads – their device usage, engagement with content, and interaction with brands – and provides practical considerations and best practices for engaging this audience.

Why Banks Should Make their Customers Fall in Love

Consumers have different expectations of financial services brands today, and interact with them in new ways. Mainstream banks must innovate to provide the right functionality, communicate to build the brand, then use technology to create an experience that forges strong relationships with consumers.

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.

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.

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.

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.

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.

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.

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