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.
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.
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.
Designed to uncover the brightest young writing talent in the WPP fold,
the 2011 Atticus "Under-30 Essay" winner is Eric Tsytsylin of Millward
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.
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.
Author and marketing analyst Ola Mobolade says too many CMOs are still unprepared for coming shifts among American audiences.
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.
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.
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.”
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.
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.
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.
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.
The successful creation and management of brands will be the hallmark of business leadership in the 21st century. Does that sound bold?