Articles & Opinion

Published by Kogan Page

Amazon.com
Barnes & Noble

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.

Amazon.com / Kindle / Amazon.cn
Barnes & Noble / nook

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

Amazon.com
Barnes & Noble

Marketing to the New Majority

Strategies for a Diverse World

Published by Kogan Page

Amazon.com
Barnes & Noble

The Branded Mind

What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand

"The Global Brand" is now available in paperback. Purchase at:

Amazon.com
Barnes & Noble

The Global Brand

How to Create and Develop Lasting Brand Value in the World Market

"The Global Brand" is now available in paperback. Purchase at:

Amazon.com
Barnes & Noble

China Ascending - The Global Brand Bonus Chapter

The Business of Brands

A 2009 publication featuring Collective Intelligence for Marketing.

Copies of A Brand with Power are available in English and Danish for €20 plus VAT and postage. Please email dongbook@millwardbrown.dk stating your name, address, the number of books you wish to order and which language you require.

A Brand With Power

360° activation of an ideal sponsorship

Published May 2005 by Kogan Page, Ltd.

Amazon.com
Barnes & Noble

The Advertised Mind

Gain fresh insight into the role of emotion and advertising.

Reciprocity, Rewards and Real Breakthrough

This deep dive on what drives loyalty and engagement in mobile advertising has its origins in Millward Brown’s AdReaction study. AdReaction is a biannual study that probes audiences’ attitudes towards advertising. A key finding of the 2012 AdReaction was that tangible value could be key to an effective mobile presence.

The Art of Successful Mobile Brand Advertising

In celebration of creativity and in preparation for the 2013 Cannes Lions International Festival of Creativity, the IAB has created a unique, comprehensive view of today’s mobile creative best practices.

The Magic Number "Eight"

Peter Walshe, Global BrandZ™ Director reflects on the brands that have held the position as eighth in its BrandZ™ Top100 ranking of the Most Valuable Global Brands. The 2013 rankings to be announced on Tuesday, May 21st.

The Meaningfully Different Framework - A Breakthrough in Holistic Brand Equity Measurement

Millward Brown launched BrandDynamics™ in 1996 and it soon became the industry leading measure of brand equity. Since then the world has changed dramatically and science has taught us far more about how the human brain works and how people make decisions. Consequently, the rules of marketing have changed and we’ve continued to learn and to develop and improve our frameworks to measure and understand brand value.

Effective Advertising: Harnessing the Power of Creativity

Dictionary.com defines creativity as "the ability to transcend traditional ideas, rules, patterns, relationship, or the like, to create meaningful ideas, forms, methods, and interpretations." As researchers, we naturally want to know more, so Millward Brown evaluated award-winning advertising to determine if there was a common set of traits that all or most creative advertising possesses.

Can Marketing and Research Become Better by Design?

Over the last decade, the importance of design has grown beyond the traditional concept of making an artifact look good to take a more central role in business, academia, and government.

Why Is It Always Volume Before Price?

It has been 10 years since McKinsey published proof that a price increase of 1 percent will produce an 8 percent increase in profit, assuming that all other things remain equal. So why are companies ignoring this and focusing on chasing volume instead of securing margins through well-informed pricing strategies?

China’s Changing Media Landscape

China’s media environment is extremely dynamic, powerful, complex and fragmented. There are opportunities for businesses looking to enter the market to tell a powerful story that wins customers and builds loyalty, but they need to understand and adapt their marketing to the ways people use media today. In this article, Jason Spencer discusses why China’s changing media landscape is an opportunity to build brands, and suggests some ways in which marketers should be embracing it.

Tracking at the Crossroads

No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it’s hard to believe that the engine will soon be straining to get the car up hills.

Marketing to Diversity: Lessons from U.S. Politics

The 2012 presidential election confirmed something we’ve known for quite some time: There is a new normal in the United States, and that new normal is multiracial, multiethnic, and multicultural. Though Mitt Romney got 59 percent of the non-Hispanic white vote, the highest total for a GOP nominee since 1988, he was not victorious.

Share