Articles & Opinion

The Disappearing Iceberg

It has become a mantra: “Recent learning from cognitive science is challenging long-held assumptions of the market research industry.” And the mantra is true—but not in the way most people think. The typical assumption is that new research into fast, instinctive processing supports the idea that people’s considered responses to survey questions are just the tip of the iceberg—that the bulk of the meaning that brands hold for people is below the surface.

Multiscreening And Simultaneous Media Use: Unlocking The Golden Age Of Digital Advertising

When marketers think of multiscreening, they often see it is a new challenge or obstacle: “How do I compete with the distractions of the smartphone or the tablet, while my audience is watching TV?” Marketers tend to view these distractions as a new problem. They are not.

Can Samsung Buy Love?

Samsung made quite a splash at the Oscars. The much ballyhooed "selfie" that Ellen DeGeneres took with her celebrity guests generated unprecedented buzz. According to social media tracking site Kontera, Samsung was generating over 900 mentions a minute immediately after the snap. However, when Ellen snuck backstage during a commercial break, Samsung did not go with her. The “promo” was over and Ellen was happily back to tweeting on her iPhone… and then the question became, can Samsung buy ‘love’, and if so, does it need to?

Increasing Brand Value: A Masterclass from the World's Strongest Brands

A brand is an intangible yet powerful corporate asset. Merlin Entertainment's recent flotation and Twitter’s IPO have both highlighted the impact of strong branding and marketing on a successful listing and a share price that soars.

Marketers: What’s “App” with Your Brand?

Angry Birds, Candy Crush, Words With Friends—if you’ve not played them, you’ve likely heard of them. These games had their beginnings as mobile apps but over time have built themselves into strong brands. Angry Birds even went on to expand into a multibillion-dollar franchise. And now, established brands are creating apps too. You might be surprised at how many there are; among the 2013 BrandZ™ Top 100 Most Valuable Global Brands, 89 brands have designed and launched an app, and some have produced more than one.

Dare to Be Different

Being different is scary. In marketing, trying something different is really scary. Nobody wants to be the marketer that messes up a multimillion-dollar brand. It’s easier to play it safe, relying on what has worked before or for others. That must be why I’ve often heard from clients that there is a certain way to advertise in their category—for example, TV ads for men’s razors must start with a 10-second story, continue with a 15-second product demo, and end with a 5-second joke. “This is how we must advertise in order to succeed,” they say.

Driving Brand Growth in a Multicultural Market

With eighty percent of U.S. population growth during the next five years coming from multicultural segments, there are major implications for brands. Using the Brand Cross-Cultural Index, a new tool powered by BrandZ™ and based on the Meaningfully Different brand equity framework, Millward Brown’s David Burgos and Ogilvy’s Jeffery Bowman take a look at brand equity across racial and ethnic segments and share key insights for driving brand growth in a multicultural market.

Measuring Long-Term Ad Effects: A Meaningfully Different Approach

At the recent Australian Effie Awards, the judges decided not to give an award in the Long-Term Effects category. Journalist Rosie Baker, who found it worrying that there wasn’t any work worthy of a long-term award, wrote an opinion piece in which she said: “The pressure to deliver instant results means that people are hobbled in their ability to look long term. It’s difficult to look long term when the axe falls after two poor quarters. But by not looking longer term, the industry is doing itself a disservice, and it is a hard cycle to break.”

Ninety-five Per Cent Wrong

Researching the instant meaning of brands yields a different picture of consumer choice, writes Graham Page, executive vice-president at Millward Brown

Innovations in Branding: Pedaling from Talking to Doing

This is no time for branding as usual. Consumers have developed immunity to traditional marketing tactics—they fast-forward through TV commercials, block online ads, and overlook outdoor displays as they attend to their smartphones. A brand whose basic marketing strategy relies solely on conventional methods is unlikely to survive, let alone thrive, in today’s crowded and competitive categories.

Develop Great Creative for Your Video Ads and Maximize Viral Potential

The strength of creative is an important factor that will influence whether an ad will go viral. To identify the creative criteria for viral success, Millward Brown recently conducted a research study on the power of viral video ads.

Ad Research Faces the Future

Ad researchers should be forgiven for feeling a little beaten up in recent years. In the face of compelling evidence from the cognitive sciences that points to a less rational, less idealized consumer than conventional economics has assumed, they acknowledged the need to measure emotion and other “fast” reactions as well as people’s “slow” or more considered responses.

How Big Data Liberates Research

There is a tidal wave of conversation about big data. The conversations range from simply defining what big data means, to the business applications of big data, to the societal implications of living in a big data environment. A quick Google search on “big data” provided 1.66 billion results, and I’m sure that number has increased since I wrote this Point of View.

Sharpening the Arrow: The Value of Modern Targeting Approaches

As the modern media landscape continues to fragment, advertisers are presented with a multitude of media choices. It can be a challenge to understand which media to employ, and understand how these fit in a wider communications plan. Leonie Gates-Sumner analyses how targeted media can help deliver the brand impact of multimedia campaigns.

Digital Is Powerful. Handle with Care.

Billions of dollars are spent on digital marketing each year, and for good reason. Digital media has enormous power to reach and influence people. Over 2 billion people—about one-third of the global population—now access the Internet. Facebook alone reaches one-seventh of the world’s population. Smartphones are the dominant means by which people surf the web in India.

Published October 2013 by Palgrave Macmillan

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How Smart Brands Make More Money

Published October 2013 by Palgrave Macmillan

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Published by Kogan Page

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The Consumer Mind: Brand Perceptions and the Implications for Marketers

The Consumer Mind explores consumer behavior and the relationship between consumers and brands, analyzing the types of communication and their perception of brands. Based on research from Millward Brown, one of the world's leading research agencies, it provides expert advice for marketing practitioners on how brands, products, services and communications reach the mind of the consumer.

Published by SAGE Publications, Inc

SAGE Publications

Leading Edge Marketing Research

This book explores new marketing research approaches as successfully practiced by research industry leaders. Written by experts Phil Herr, Bill Pink and Dede Fitch, Chapter 7 summarizes the Millward Brown philosophy and methods to measuring the impact of marketing communications.

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Grow: How Ideals Power Growth and Profit at the World's Greatest Companies

In collaboration with Jim Stengel and the UCLA Anderson School of Management, Millward Brown Optimor conducted new research and provided a 10-year global analysis of businesses that have grown much faster than their competitors.

2011 WPP Atticus Award Winner | Consumer Insights Category

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Marketing to the New Majority

Strategies for a Diverse World

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