Articles & Opinion

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A Brand With Power

360° activation of an ideal sponsorship

Published May 2005 by Kogan Page, Ltd.
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 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.

The Power of Being Meaningful, Different, and Salient

Members of the marketing community have long debated the secret to marketing success. Many practitioners assert that differentiation is the key factor. Others maintain that salience is uppermost during critical purchase moments, while a significant group believes that great marketing builds positive consumer sentiment by delivering on a meaningful brand promise.

Optimizing Ads: Is Less Always More?

It’s the relentless imperative of our age: Do everything better, but also faster and at lower cost. Marketers confront this challenge as their own discipline becomes ever more difficult. Not only are their financial resources limited, but the consumer attention they seek is scattered and fragmented across a myriad of media. Therefore, advertising practitioners are understandably eager to explore any option that might help them reach consumers with maximum effectiveness and minimal expense.

The Chinese Golden Weeks in Fast Growth Cities

Examining the purchasing attitudes and behaviors of consumers in China's fastest growing cities during the Golden Week shopping festivals can benefit brands and retailers currently in China—or planning to be present in the near future. This WPP report does exactly that.

Emerging Luxury Strategies: Insights from BrandZ

Luxury brands grew by 15% in the 2012 BrandZ Top 100 Global Brands, more than any other category. Nick Cooper, Managing Director of Millward Brown Optimor Europe, explains key trends and identifies themes for luxury strategists.

Olympic Sponsorship: Brands Get the Gold

Anticipation for the Olympic Games is palpable. Will Michael Phelps become the most decorated Olympian ever? Will Usain Bolt stun the world once again? Billions of viewers from around the world are tuning in to watch the Games this summer as athletes battle it out for the top spot on the podium, making the London Games the most watched Olympics ever.

Social Measurement Depends on Data Quantity and Quality

As social platforms proliferate, enthusiastic users are generating more data than ever. Social media data are fast becoming the hottest commodity in market research.

Changing Channels with Confidence: A Structure for Innovation

New media channels are emerging all the time, and marketers are often unclear how to choose among them.

Creative Storytelling: For Sponsors, an Olympic Sport

Every two years, the world stops to watch the greatest show on earth: the Olympic Games. The appeal of the Olympics is universal; its impact, tremendous, and the London 2012 Summer Olympic Games were no exception.