Walk into any coffee shop during ‘office’ hours and try to find an open table. You will likely have to wait, unless you are very lucky. Coffee shops, swanky hotels, and other public places have become the favourite office of freelancers, gig workers, and side-hustlers.
As growth becomes more elusive and disruptions large and small erode market share from established brands, businesses need new ways to win. Increasingly, brands have become aware that growth requires reaching out to historically underserved or overlooked consumers.
With more than a third of the US Top 100 headquartered in or around Silicon Valley it is no wonder that established giants are taking a leaf out of their playbook for success. However, the mindset, strategies and activities can all be replicated by brands at all stages of their lifecycle. Kantar Consulting’s Victoria Sakal breaks down the playbook.
A conversation between Stephen DiMarco, Chief Digital Officer at Kantar Insights Division, North America, and Jim Meyer, Executive Director, GroupM.
Squaring Reach and Impact, the latest report from Kantar Millward Brown, looks at the role of digital in optimising ad spend in Southeast Asia and provides recommendations for marketers looking to create the optimal media mix.
In a world that can be sometimes cynical, it is easy to fall into the habit of thinking that if something is talked about often, especially in business, that it is a ‘Buzz Word’. In some cases this may be true, but the topic of data visualization is not one of these instances.
Brands are increasingly challenged to find growth in uncomfortable places. Now more than ever, marketers have to be ready to lead disruption of their particular competitive landscape.
The world of marketing has grown and there is a myriad of ways consumers can be targeted from where to reach them to the content you use to get their attention. One option is to identify and own key “moments of consumption”. Mahesh breaks down the five key categories these “moments” fall into.
It is impossible not to be aware of Nike’s new campaign, that stands behind a controversial cultural issue with Colin Kaepernick as the narrator. The ad immediately generated a massive amount of buzz, but it posed a deeper question: Besides getting noticed, will this help or hurt Nike as a brand?
With the increase in natural disasters in recent years, many organizations have stepped up to play their part in Corporate Social Responsibility (CSR). For Hurricane Florence alone, companies across many categories did their part. Consumers are no longer just asking, ‘What do you stand for,’ but also, ‘What do you stand up for?’” It seems to reason that aligning resources with consumer interests can lead to long-term trust and brand loyalty.
How do you define true innovation and leadership? To me, truly leading innovation does more than disrupt the established order; it shapes and creates something genuinely ground-breaking, delivering benefit for all consumers and perhaps establishing an entirely new competitive landscape in the process.
Brands can be built on Facebook and Instagram, but marketers will be most successful if they also understand the context of the platform. Jane Ostler, Global Head of Media, Insights Division at Kantar, explains best practice.
Kantar TNS set out to determine whether financial services organisations and their brands are appropriately valuing their women customers, and whether women feel that they are valued customers. We conducted a UK-wide study based on 31,291 interviews and involving more than 650,000 women.
Without trust there is no love. As todays consumer becomes better informed they look for brands they can trust to deliver on their promises – not just on the products they offer but through everything they do.
During this thrilling World Cup, we’ve been keeping an eye on the brand advertising that is focussed on long-term brand building, rather than a short-term sales boost. Results show that the most effective ads tell relatable stories that capture the joyful spirit of the event. Celebrities and big budgets are no passport to success – ‘real’ stories that connect to the brand and what it does are the key to long-term brand building.
Australia tax, an irritation for Australian consumers, is the unique phenomenon that leads to higher prices for goods and services than would be expected from a simple currency conversion. This creates a competitive environment for brands that is ripe for disruptive price plays from both global giants and local start-ups.
Australia has one of the world’s most advanced media environments, with share of digital spend eclipsed only by China, the UK, Denmark and Sweden. And, although digital spend is growing, content is missing the mark.
The likes of Netflix, Amazon Prime and Hulu have made it easy for many of us to indulge in compulsive binge-watching behaivour. So, what can advertisers and marketers learn from these viewing habits? Read more.
The term Unique Selling Proposition (USP), developed in the 1940s, is a concept now rejected by many marketers. Most products today are similar so it's rare for brands in many categories to be different in function. However, brands that are seen to be different do exist, and difference can drive brand growth. Read more.
Brand Imprint is a new measurement that focuses on instant recognition and the importance that Clarity, Communication and Consistency have on building brand equity.