Articles & Opinion

Why Banks Should Make their Customers Fall in Love

Consumers have different expectations of financial services brands today, and interact with them in new ways. Mainstream banks must innovate to provide the right functionality, communicate to build the brand, then use technology to create an experience that forges strong relationships with consumers.

Fast-rising Asian Brands Offer Important Lessons for Building Strong, Flexible Brands

Asian markets will only grow bigger and dominate more of the global arena in the coming years. And the O2O market is more advanced in Asia than in other regions. Marketers who understand how Asian brands operate and apply their insights in tangible ways will benefit. Learn more.

Innovative Brand Experience Delivers Faster Value Growth

CEOs who will succeed in the future will focus on how to grow top-line revenues and generate greater bottom line profits by identifying opportunities with more valuable customer groups, accessing latent markets, and creating category shaping products and services. Joining the dots across their operations so that people, products and processes are customer focused will also be essential.

New Digital Analytics Measure Ad Effectiveness for Building Brands

Millward Brown’s newest tracking approach, Digital Behavior Analytics, applies advanced analytics to digital signals like search patterns and social conversation to derive validated indicators of attitudes and behaviors that we already know build strong brands.

Slower Growth, Changing Needs, New Technology Will Reshape Branding

WPP brand experts recently gathered in New York for a session about the future of brands. The following remarks are excerpted from the wide-ranging conversation of J. Walker Smith, Chairman, The Futures Company; Nigel Hollis, Chief Global Analyst, Millward Brown; and Joanna Franchini, Vice President – Cultural Insight, Added Value.

Game-changing Technology Enriches Mobile Device Data

Kantar and Millward Brown have investigated how mobile search involves brand mentions and drives brand value growth. It’s clear that no successful brand can ignore joining the app revolution.

To Succeed with Young Digital Natives Build Share of Heart

Generation Z promises today’s brands a world of opportunity. Aside from having a distinctly different profile from millennials and preceding generations, Gen Z will inevitably influence older generations’ buying behaviors and decisions, so brands must act now to identify meaningful ways for winning with these consumers.

Multiscreen Video: Get the size and the audience right

Learn more about which qualities of mobile advertising are most important in breaking through to audiences and how these vary across generations. Creative length and screen size also vary in driving advertising effectiveness.

Does Branded Content Need Star Power?

It’s hard to find an advertiser these days that isn’t developing more branded content. And it’s equally tough to find a branded content campaign that doesn’t involve celebrities, vloggers, or YouTube stars, particularly for brands targeting younger audiences.

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M&M Global

How to Make Customer-centricity a Company Wide Obsession

A customer-centric business uses data to understand, anticipate and serve customers’ needs better and more quickly than its rivals. Some companies look to data software or digital marketing technologies to give them the edge. But having the right people on board, and a company culture that drives customer focus throughout the organization is what makes the biggest difference.

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Fresh Business Thinking

Don’t Let Them Tune Out

Video is all around us—on mobiles, laptops, tablets and TVs. The challenge for brands is making sure video messages engage consumers across all devices. One finding from our AdReaction Video study puts TV ads ahead of digital on receptivity, but there are ways that brands can overcome this.

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economist group

Marketing to Muslims: Too diverse to stereotype

The Muslim population is currently more than 20% of the global population and marketers have been quick to segment them as an audience. But is religion alone ever a strong enough driver to categorize consumers, or are there other elements which are more relevant?

Video Ads: What works and doesn’t work with younger users

How people access and view video content varies by age. Younger consumers are more digital, more mobile and, surprisingly, more skeptical toward branded content. It is said: What young people do today, older people will, generally, do tomorrow. But it’s not always that simple. Learn more about video viewing behavior.

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Made in China: Consumers are choosing local brands

New Millward Brown research shows Chinese brands are now equal to international brands in Brand Power – the BrandZ measurement of brand equity – meaning they are equally competitive in many ways. International brands are failing to keep pace with the aspirations of consumers in China, and the speed of the mobile wave.

Youth Marketing in China: Fortune favors the brave

Brands targeting young consumers in China must be bold, understand their values, and speak to them in their language. The post 95 generation favors adventure, exploration and the simple things in life. Marketers should adopt an unconventional route to reach them, talk to them and touch them.

Brand As a Capital Asset

BrandZ research from Millward Brown proves marketing is the most important investment a brand can make to ensure long-term financial success, and resiliency in challenging economic times. Chinese brands need to focus on “being different” over the next decade to fully compete with mulit-national brands in China, In a world with so much product similarity, brands consumers view as “different” achieve higher value.

Navigating the Evolving Advertising Landscape of China

Content is still King in China but attention is at a premium. The average Chinese consumer flirts with multiple screens and spends 56 percent of their leisure time on a smartphone – more than double that spent on TV in a normal day. Ads must be well branded and engaging to grab consumers’ attention in a short window of 3 seconds.

A New Trend in Building Internet Brands

Internet +, O2O and Digital have become sweet spots for traditional brands trying to innovate and seize new opportunities in the digital age. At the same time, we are seeing a new trend among internet brands that are rethinking the fundamentals of their brands and brand building efforts and focusing on enhancing their brand influence in the “physical world”.

Advertising Receptivity in China

Multiscreen users in China are among the world leaders when it comes to watching video content across devices, especially on digital channels, but they are resistant to video ads. What can marketers do to improve receptivity?

Unleashing Customer Centric Growth in China

Chinese businesses outperform the global average in delivering “Data Driven Customization” and “Touch Points Consistency.” Chinese brands also score higher on experimentation and collaboration. However, they’re not as “customer obsessed” as their global counterparts. Customer Centricity is a top priority for the leaders at 91 percent of the global over-performing companies, compared to only 67 percent in China.