Articles & Opinion

Lessons in Relationship-building from Latin America

Brands in Latin America and Europe have been faced with the same economic challenges over the past 10 years and can learn a lot from studying each other.

Being Trendy Means Going Back to Basics


Brands that grasp the ambiguity between local and global, and rational and emotional have done well in Argentina during the economic downturn of the past two years.

Is There a Winner in the Fight Between on and Off?


Brands need to understand the synergies between TV and digital mediums to build brand equity through digital advertising.

The Rise of the Trans-regionalist


Chile has more than 20 trade agreements with over 50 countries around the world, and has established itself as one of the LatAm economies with the highest disposition to global commercial openness.

Brand Environments and Ecosystems in Chile


The Top 15 Chilean brands are good examples of brands that are leveraging ecosystems that generate value for their consumers across multiple points of contact.

Building Strong Brands in a Trend of Proprietary Brands


How do brands remain strong in an age of hyperconsumerism and struggling with an uncertain economy? Only the most powerful brands with robust brand equity will continue to make progress.

How Brands Help New Consumers in LATAM


In Colombia, economic growth is starting to create a middle class and consumers are eager to access a new lifestyle that reflects success that was not available to previous generations.

Living in Uncertain Times


Why Mexican brands need to push the boundaries of success. Consumers have the power over the purchase decision but brands have the capacity to influence their decisions.

If Building Brand Influence Is Not the No. 1 Priority, What Is?


Everything that happens to a business is a consequence of brand influence. Huge influence can mean superb growth. For brands to grow more, marketers need to measure brand influence.

The Power of Peruvian Brands


Brands that build on a strong emotional connection to Peruvian culture succeed in Peru. Those that have increased their power by being Meaningful, Difference or Salient have also remained strong during a slow economy.

Brand Value Proposition


Brands that develop economic downturn marketing strategies that show empathy and support for consumers will make a long-term connections for future growth.

The Power of Us


Peru is one of the world’s most community-minded markets. Brands that highlight the value of the neighborhood, friendship or a sense of nationalism successfully connect with consumers.

The End of Efficiency

If marketers haven’t opened their eyes to the end of the efficiency-driven era, Gen Z and their expectations for digital media suggest they should.

Published in:
M&M Global

Making Media Work Better Together in 2017

In today’s media landscape, campaigns are complex, multi-phased and use a multitude of different digital and offline channels. It’s important for advertisers to understand the impact that combining multiple media is having on the efficiency and effectiveness of their media spend.

Published in:
M&M Global

Welcome to the Gen Z Challenge

Appealing to Gen Z will require brands to embrace three key paradigm shifts in 2017, and marketers can't afford to take as long to come to grips with Gen Z as they did with millennials.

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Innovative Chinese Brands Ride Digital Wave to Greater Global Reach, Prominence

For decades consumers bought products made in China and branded in the West. Many still hold the outdated view of Chinese brands as makers of inexpensive, low-quality goods. Now, Chinese brands will take a different route to globalization than the one previously taken by American, Japanese, and Korean brands. In the past, businesses were often confined to a single category. Brands from China and other fast-growing markets are strong on digital innovation that often applies across categories. Their expansion not defined by the limits of a category, but by the possibilities of technology.

Digital Transformation of Tracking

In today’s world, speedy and actionable insight is much more important than the loss of trend data. It’s time for all marketers to adopt the new generation of tracking to leverage the opportunities created by digital and mobile technologies. With a huge percentage of brand value resting in a brand’s consumer equity, marketers need actionable and timely information on what is and isn’t working.

How Brands Can Use Emotion to Unite 'FragmentNation'

The contentious US election has emphasised the difficulty of appealing to a mass audience. After the candidates finished disparaging each other in the press and social media, almost half the US population signaled their disenchantment by not voting. Brands and politicians are facing the same challenges. What can brands learn about navigating a world of growing diversity.

Published in:
M&M Global

Media & Digital Predictions 2017

Marketers will enter 2017 with a long to do list starting with gaining a rapid understanding of the needs, aspirations and behaviours of Generation Z, born between 1997 and 2011. Brands will need to rethink their digital content strategy to create better connected consumer journeys that are less intrusive and more engaging to combat ad blocking. Read our media and digital predictions to see what's next in the year ahead.

Brands Beware – Don't fall into the emotion trap

The specific brand associations that make consumers choose a certain brand vary by brand, category and context, but ultimately they ladder up to two meta associations. The foundation for any successful brand is that people find it meaningful and different. Brands that are perceived this way are chosen more often, grow faster, and command a higher price point than competing brands.