Articles & Opinion

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?

Social Animals on the Move in Asia: A Social Media & Mobile Perspective

The Asia Pacific region represents the world’s largest and fastest growing mobile internet population, where the smart phone is becoming embedded in consumers’ daily lives and the behavior of some markets allows us to glimpse into the future.

Where will Happiness Strike Next?

Millward Brown helped The Coca-Cola Company successfully migrate their online creative to a television commercial.

Post-recession Marketing: Addressing a New, More Mindful Consumer

As economies recover around the world, global marketers face new challenges in relating to consumers. A new post-recession era is dawning. Consumers have revised their priorities, and advertising needs to speak differently to these consumers in the years to come if brands are to survive and thrive.

Emotion in Advertising: Pervasive, Yet Misunderstood

Advertisers talk a lot about the importance of generating an emotional response from people. However, they rarely stop to specify exactly what characterizes such a response or why they believe it is important.

Making Brands Meaningfully Different - A Case Study

US Shampoo: A Tale of Two Brands, Matrix and Pantene

Banking on Success

The banking industry in Thailand has come a long way over the last six years. In a bid to compete with their major international competitors, home-grown Thai banks have made customer service a priority and have focused on improving their image through branch refurbishment and advertising to help retain existing customers and drive new business. Using BrandZ data, this study shows how banks can build stronger relationships with customers.

Globalization in Context

Culture—our collective history, beliefs, customs, habits, and values—is the inescapable lens through which we view the world around us, including the brands we encounter. Any effective marketing campaign, therefore, must always take into account local expressions of culture.

Shopping: Not About Product or Place, but Interaction

Marketers want people to get closer to their brands, but retailers have always owned the direct relationship with shoppers. Retailers diligently research shopper needs, motivations, and behaviors to find ways to improve the experiences of people visiting their stores, but they do this more for their own benefit than for any individual brand (save their own private labels).

Neuroscience: A New Perspective

The merits of neuroscience-based techniques continue to spark debate. New papers and articles persist in asserting that scientists’ increased understanding of the brain will change marketing and the way we measure its results.

The Future of Marketing Research

Eileen Campbell, Global CEO, Millward Brown, explains how research can be used as the foundation for positive financial performance through the power of compelling creative.