Articles & Opinion

Purpose Will Guide Successful Brands and Help Inspire Workforce Excellence - Functional and emotional benefits alone are insufficient

Today, technology has broad implications that impact Brand Value propositions on many levels. One of these is brand behavior. Both good and bad behavior is immediately known to customers and other stakeholders who want to know how brands think – and act – about topics like child labor, women’s pay equality or sustainability. More broadly than this, purpose will be the acid test for the successful brands of the future. People will select the brand that stands for something they believe is worth supporting. Purpose will also inspire the workforce, and future winners will need to win with employees to be successful.

BrandZ

Digital brands dominate in the ranking, but strong creative breaks through

The SocialZ Verve Index, first released in 2014, uses Millward Brown's proprietary Verve Scoring methodology to measure the overall social vitality of a brand in social media. Born and bred digital brands again dominate the Top 10 in this year's ranking. Social networks – Google (led by YouTube), Twitter, and Facebook take the top three spots. Perpetual consumer favorites, Apple, Disney, and Nike are also in the Top 10. These iconic brands fuel avid attention through new product releases and strong integrated social media activity. Read more.

BrandZ

Receptivity - Advertising’s Most Precious Asset

Brands today have so many ways to connect with consumers and many people are overwhelmed by the amount of advertising they see. It’s important for advertisers to think more carefully about receptivity, and how to track it. Brands that fail to consider the long-term cumulative effect their advertising will have on how people think and feel about their brands may end up irritating consumers, turning them off to advertising overall, or to their brands, and overspending to do so.

Published in:

M&M Global

How Brands Really Grow

Audi, Chipotle, sports clothing brand Under Armour, Japanese water brand, I Lohas, and the iconic iPhone. What do these brands have in common? All five enjoyed strong market share growth during the recent recession, and each one gained share at the expense of their competition. Unlike McDonald’s, Aldi or Amazon, which also grew, the others are not well known for offering low prices. So how did they grow share? They took what made them different from the competition and made it meaningful and salient to a wider audience.

Think Different to Be Distinctive

Our research shows the strongest brands are both Different and Distinctive. Perceived differentiation is driven more by whether people view a brand as unique: think Burberry or, setting the trends for its category, think Apple. Difference can be driven by an innovative product, positioning or even tone of voice. Distinctiveness is driven by sensory and semantic cues that make the brand easy to recognize, for example colors, packaging, logo, design or taglines. Given these definitions it becomes clear that Burberry and Apple are both different and distinctive. Is your brand Different, Distinctive or both? Read more.

Published in:
M&M Global

The Digital Blind Spots That Jeopardize Your Brand

Digital is often considered the most measurable medium, but quantity of digital metrics does not equate to quality of measurement. Many digital blind spots prevent brands from fully anticipating or measuring the response to their campaigns. Ignoring these blind spots may jeopardize your brand's overall success.

The RadioShack Name: Worthless or Worthwhile?

RadioShack Brand Name Could Play a Key Role in the Company's Revival

After months of speculation, the bid for RadioShack by Soohyung Kim's hedge fund Standard General was officially approved in bankruptcy court, saving the ailing electronics retailer from imminent liquidation. While RadioShack's road to bankruptcy has been long and well documented (the company was last profitable in 2011), Mr. Kim sees promise where others did not.

Published in:
AdAge

Which Devices Are Your Target Audiences Using?

Each generation uses digital differently to consume content and shop for products and services, and marketers need to understand these differences to target their desired audiences on the devices they are most likely to be using. Millward Brown Digital surveyed more than 1,000 consumers in three generations (millennials, born after 1980; Generation X, born 1965-1980; and boomers, born from 1946-1964) to see how different age groups favored different screens for various activities. Published in Adweek, April 12, 2015.

Published in:
AdWeek

What Will It Take For Chinese Brands To Be Accepted By Global Consumers?

The importance of brand continues to grow in China, due to increased levels of consumer purchasing power, value expectations and sophistication. Chinese companies that have invested in brand building are now reaping the benefits. So why is there still a persistent gap between how consumers view Chinese versus global brands? Doreen Wang, Global Head of BrandZ at Millward Brown, suggests that Chinese brands need to find meaningful and appealing points of difference in order to thrive on the global stage.

Published in:
forbes

Putting a Value on Brand

Businesses understand that building a strong brand helps generate a price premium and increases sales volumes. For many of the stock market’s leading performers it is the strong brands they have built that drive market success. Doreen Wang, Head of BrandZ at Millward Brown explains why investment banks, financial analysts and private equity investors should pay more attention to “brand” in investment valuations.

Published in:

Shares Magazine

Marketers: How to Bridge the Generational Screen Gap

Strategies for Brands to Reach Users on Different Screens Based on Intent

Published in:
Advertising Age

How to go native

Native advertising was a real talking point in 2014, yet only a minority were truly making the most of it. In 2015 this will all change though, as publishers will offer advertisers solutions that are both impactful for marketers and compelling for their audience. However, leveraging this new technology is not as simple as merely purchasing an ad. In this article, Jon Salm, Client Analyst, Millward Brown Digital, explains how you and your brand can best make use of native advertising.

Published in:

The Economist

Worth Every Second?

When micro-video platforms began to introduce paid marketing options, it created a whole raft of new opportunities for brands to leverage the unique aspects of these channels. However, in order to ensure that branded content can succeed, you need to make sure that your messaging complements the specific demands that each platform has. In this piece, Amanda Phillips, Sales & Marketing Director, Millward Brown, explains how you can best optimize your micro-video content to work best for you.

Published in:
Digital Marketing Magazine

Why the Need for Pre-Testing has Never Been Greater

Today a smart media strategy is a necessity—but without effective creative it doesn't matter how well the ad is delivered. Today’s on-demand pre-testing solutions provide a fast and cost-effective means to ensure that the creative deployed is as effective as possible, helping to improve return on investment when time and budget are tight.

What Differentiates Winning Mobile Campaigns in APAC?

Millward Brown partnered with the Mobile Marketing Association (MMA) in APAC to analyze more than 50 campaigns for the SMARTIES Awards. Learn more about what makes a mobile campaign a winner.

We Know How You Feel

Computers are learning to read emotion, and the business world can’t wait. An article in The New Yorker about Affectiva, Millward Brown’s partner for facial coding.

Published in:
The New Yorker

Moving From Big Data To Intelligent Data

Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data.

Published in:

CMO

Maximizing Investment in Digital for the Re-Launch of a Popular Food Brand in Brazil

Millward Brown Helps Global Food Brand Optimize Digital Investment to Update Brand Positioning and Launch New Flavors

Multi-Agency Partnership Rescues Media Investment for Technology Brand

How Millward Brown Partnered With a Valued Client and Their Media Agency to Drive Greater Digital Success

TV Provides Foundation for Strong Campaign Performance

How Millward Brown Used Cross Media Solutions to Help a European Web Service Brand Achieve the Optimal Media Mix and Increase Their Return on Media Investment

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