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.
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.
Millward Brown and WPP will release the 10th annual BrandZ Top 100 Most Valuable Global Brands 2015 ranking and report Wednesday, May 27th. The report offers insight on brand value and performance globally across 14 categories.
Brand is among the most valuable financial assets of modern corporations. Brand contributes more to shareholder value creation than any other asset – tangible or intangible. Strong brands help drive sales, grow market share and build shareholder value. They're a key to the success of many of today's leading stock market winners. Read more.
The 2015 BrandZ™ Top 100 brands are all big and salient, but in many categories they struggle to be seen as meaningfully different. This works to their detriment because brands that are perceived as meaningfully different possess some important properties. Read more.
There's no mistaking the swelling tide of attention to, and interest in, corporate sustainability – both from the perspective of businesses and from consumers. Guiding millennials through the evolving sustainability landscape may be a key foundational element of creating meaningful conversations on this topic in the years to come. Read more.
Today, technology has broad implications that impact Brand Value propositions on many levels. One of these is brand behavior. Both good and bad behavior is immediately known to customers and other stakeholders who want to know how brands think – and act – about topics like child labor, women’s pay equality or sustainability. More broadly than this, purpose will be the acid test for the successful brands of the future. People will select the brand that stands for something they believe is worth supporting. Purpose will also inspire the workforce, and future winners will need to win with employees to be successful.
The SocialZ Verve Index, first released in 2014, uses Millward Brown's proprietary Verve Scoring methodology to measure the overall social vitality of a brand in social media. Born and bred digital brands again dominate the Top 10 in this year's ranking. Social networks – Google (led by YouTube), Twitter, and Facebook take the top three spots. Perpetual consumer favorites, Apple, Disney, and Nike are also in the Top 10. These iconic brands fuel avid attention through new product releases and strong integrated social media activity. Read more.
Brands today have so many ways to connect with consumers and many people are overwhelmed by the amount of advertising they see. It’s important for advertisers to think more carefully about receptivity, and how to track it. Brands that fail to consider the long-term cumulative effect their advertising will have on how people think and feel about their brands may end up irritating consumers, turning them off to advertising overall, or to their brands, and overspending to do so.
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.
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.
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.
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.