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?
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.
Millward Brown helped The Coca-Cola Company successfully migrate their online creative to a television commercial.
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.
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.
US Shampoo: A Tale of Two Brands, Matrix and Pantene
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.
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.
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).
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.
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.
This is the story of how Millward Brown helped Coca-Cola turn a small, tactical idea into one of their most successful campaigns of recent times, “The Happiness Machine.”
Click here to see the ad
The grocery retailer category has grown rapidly in Russia over the past decade. Using BrandZ data, Millward Brown experts analyze how Auchan built high shopper loyalty in a short time period without significant above-the-line advertising investment, and why the brand has shown dramatic improvement in brand equity particularly in terms of bonding with its core customers to become one of Russia's supermarket brands.
Cheryl Stallworth-Hooper, CEO, North America, Firefly Millward Brown, reflects on the state of qualitative research, and how traditional methodologies combine with new, digital tools to create a fresh and exciting landscape for future marketers in this realm.
Technology is changing faster than human nature. This is a fact that marketers would do well to remember when they want an online video to go viral. Compared to traditional paid TV advertising, encouraging people to pass on a video to friends and family is highly attractive in these budget-constrained times.