Chinese brands must work hard to improve differentiation and overseas recognition if they are to take on the multinationals, BrandZ data shows.
Global campaign effectiveness needs to be measured locally, from the ground up, not the top down.
In today’s complex and busy world, brand names are everywhere — plastered all over websites, inside subway cars, on the sides of buses, and even in public toilets. But most of the time, even though they’re accepted as part of the scenery, these brand names don’t signify much to those who observe them.
“Doing well by doing good” - is that really attainable?
We have always thought so, but now we have proof.
The most successful brands and businesses in the world
are built around something other than just making profit.
They are built around ideals.
No one can argue that the economy is shaky. With a double-dip recession in question, digital marketers are asking: "How do poor economic conditions affect ad performance? Can ads still motivate awareness during a weak economy?"
Great questions. We took a look, and here's what we found.
Chinese New Year is the most important holiday in the world’s most populous country and represents an enormous opportunity for brands and retailers.
The recently released China Top 50 ranking once again confirms the value of a strong brand and highlights the remarkable growth of China’s economy over the past decade. But it also provides an opportunity to define some of the specific challenges currently facing Chinese brands.
What’s more important to a brand – to be different or relevant? Are marketers that opt for relevance over difference damaging their brands? In this point of view, Nigel Hollis discusses how successful brands are more than relevant and different – they are meaningfully different. A meaningful difference can spark consumer interest and fuel demand for a brand, even when that brand carries a significant price premium.
Virtually all marketers are grappling with the question of how much time and effort to invest in digital communications and where those investments should be focused. The competitive landscape is an important aspect of these decisions. Brands should consider how well they are competing across digital touchpoints, just as they have historically done for other media. However, the multifaceted nature of the digital environment has made it difficult for brands to understand how well their efforts stack up against those of competitors.
In 2006, we launched the Millward Brown Point of View series with “Who’s Afraid of the Big Bad DVR?” by Nigel Hollis. In that POV, in the face of considerable concern that DVRs would enabIe viewers to avoid TV advertising and render it worthless, Nigel suggested that panic was uncalled for. DVRs, he said, would not lead to “the end of TV advertising as we know it.”
Businesses spend a lot of money on brand communications because they know that effective communications are vital to brand health and wealth. The imperative is to build brand preference among consumers and to hold onto it in the long term. But the risk is greater than ever that communication will not hit home or that it will be counteracted by uncontrolled influences.
Position in break, product irrelevance, emotional negativity and media
placement are all factors in viewers tuning out of television ads.
Understanding the relationship between creative and media can improve ad
The last few years have seen some massive changes in our world. The financial bubble that reached its peak in 2007 popped, leaving us to enjoy what has been dubbed "The Great Recession" The Dow Jones plummeted, along with consumer confidence. The subsequent road to recovery has proved to be long and uncertain.
We all know the trends: population growth, consumption growth, resource depletion, water shortages, and climate change. It seems that right now we are at a tipping point. Will we be able to turn things around, live within the planet’s means, and guarantee that our grandchildren have the same quality of life that we do? It is frightening to think that the answer might be no. Yet as individuals we feel helpless in the face of such huge systemic problems.
A study of IPA Effectiveness, Effie and Cannes Lions Awards winners
reveals that ads don't need to persuade to be effective but they do
usually engage emotionally.
Exactly what is it that makes London one of the coolest, eclectic and most creative cities in the world? What does today’s generation of young people think about the capital and how can brands harness London’s vibe in order to better connect with young consumers?
At a recent ARF conference, Stan Sthanunathan of Coca-Cola exhorted the
market research industry to move beyond understanding consumer needs to
understanding consumer motivations. If we are to accomplish this, we
need to go beyond observed behaviors and their attendant inferences to
truly immerse ourselves in the “why”: why consumers choose one brand
over another; why they decide to “like” something on Facebook; why they
buy certain products at certain stores.
For a Professional Services’ online campaign in the U.S., we explored the branding impact of viewable impressions and the role of in-view time, in-view frequency, and in-view percentage of the ad.
Perceptions about a brand’s values, personality, and heritage all factor
into consumer sentiment toward a brand. Typically, price is seen as
something separate and distinct from other elements of brand equity, a
factor that consumers weigh against their feelings about a brand.
To target or not to target?
That is the question marketers often ask themselves when trying to reach out to an ethnically diverse population.