Articles & Opinion

Creative Effectiveness

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.

Harnessing the Vibe of London

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?

Solving Puzzles Delivers Answers; Solving Mysteries Delivers Insights

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.

Viewable Impressions Drive Brand Impact

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.

 

Brand Equity: What’s Price Got to Do with it?

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.

Ethnic Targeted Marketing: Do We Really Need It?

To target or not to target?
That is the question marketers often ask themselves when trying to reach out to an ethnically diverse population.

Revitalizing Li Ning, One of China’s Leading Sports Brands

Li Ning worked with Firefly Millward Brown’s qualitative team in Beijing, to help define the brand’s meaningful difference and further drive financial growth.

Brand.net Delivers Audience and Brand Impact for Retail Campaign

In effort to evaluate campaign impact, Brand.net tapped insights from Millward Brown Digital's AdIndex Dash® to understand brand awareness and consideration measures of their retail client's campaign.

Brand Voyeurism: How Second-Movers and Drug-Users Can Rule 2011 and Beyond

Designed to uncover the brightest young writing talent in the WPP fold, the 2011 Atticus "Under-30 Essay" winner is Eric Tsytsylin of Millward Brown Optimor.

It Is Not a Choice: Brands Should Seek Differentiation and Distinctiveness

The book How Brands Grow by Professor Byron Sharp and the researchers of the Ehrenberg-Bass Institute makes an important contribution to the science and practice of marketing. We find ourselves in agreement with the authors on many of their key points.

Branding China: From Maker To Innovator

Imagine a time when you are shopping for a television, refrigerator, car, or personal care product, and you find that the brand you aspire to own (not the one you choose because it is offered at the lowest price) is a Chinese-designed brand.

Ola Mobolade: Minority Rules

Author and marketing analyst Ola Mobolade says too many CMOs are still unprepared for coming shifts among American audiences.

Out of the Shadows: Digital Advertising in Asia has Strongest Impact

The digital advertising industry in Asia is only now starting to grow out of the decade-long shadow of the west. As Asian companies leverage display ads, social media and mobile to build brands and influence consumer purchase decisions, digital advertising has become an indispensable element of the Asian marketing mix.

Increasing our Brainpower: Using Neuroscience Effectively

Will increased understanding of the brain change marketing and the way we measure it? In an excerpt from The Branded Mind, a new book by Erik du Plessis, Graham Page offers assessments of neuroscience techniques and how to get the most out of them.

Creating New Markets Through Brand Ideals

On October 18, 2010, the top story in The Wall Street Journal pronounced, “Apple Inc. posted a 70% surge in quarterly earnings … the latest sign that CEO Steve Jobs’s gamble on consumer gadgets is paying off.”

Growing a Strong Brand: Defining Your Meaningful Point of Difference

As consumers choose between brands, they look for compelling reasons to help them make those decisions. After examining thousands of brands from around the world, we’ve observed that the most successful ones share common characteristics. Brands with a meaningful point of difference are more likely to be chosen repeatedly by consumers and to ultimately enjoy success.

Does Your Brand Need Social Media and Brand Fans?

Using social media and creating a regularly updated brand fan page is not necessarily right for all brands. Marketers want to understand in advance whether their investments will be justified.

Cross Media Research: Multichannel Measurement

Will brands devote more of their budget to good quality cross-media research in the future? And what is the ROI? In this AdMap article, Sue Elms shares some experiences from evaluating integrated communications and how research helps add real value in providing actionable insight. According to Elms, cross-media research pays dividends in ensuring the optimum use of channels in maximizing a campaign's ROI.

On the Origin of . . . Sales

You know that, as a brand manager, you are responsible for the most important asset in your organization. But does your finance team see it that way? To them, this seemingly obvious assertion may seem as implausible as Darwin’s announcement that humans were descended from apes. “Where’s the proof?” they cry.

Brand: The New Business Leadership

The successful creation and management of brands will be the hallmark of business leadership in the 21st century. Does that sound bold?

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