Brands can master the art of maintaining attention for more than five seconds by telling better brand stories. The only way to beat the skip is through creativity.
Brand is the most powerful intangible asset. Understanding
a brand’s worth to the business in financial terms is
therefore an essential part of managing, protecting and
We know from BrandZ™ that brands with purpose outperform those without. But a vague sense of purpose isn’t enough any more. Purpose needs to be specific, and intrinsic to every brand action and behaviour
Unicorns often start as a brilliant technology solution to an unmet consumer need or they purposefully or inadvertently tap into a changing consumer trend.
Brand KPIs are only valuable when and where they are actionable and if they measure the right things – the variables most important to building a brand’s financial value over the short and long term. Learn more about what and when to measure.
Marketers are wasting billions on poor quality digital campaigns. Here are a few tips for a smarter, more effective approach to digital.
Understanding emotional response is vital to understanding advertising success, but how best can emotional response be measured? Learn more about the use of facial coding and how it’s used to assess ad responses.
Understanding the modes and mindsets of exploratory behaviour can help marketers drive purchase by designing campaigns around consumers’ interest and intent.
Online advertising is under fire but the brands that are getting it right are reaping impressive results.
Tencent’s investment in Tesla should be transformational in the way the world views Chinese brands.The new partners have each grown their brand values extremely rapidly, and both are steeped in innovation.
Recent publicity about ad placement and brands appearing alongside inappropriate content is not a fleeting wonder. It shows the checks and balances of the marketing ecosystem aren’t working in digital.
Digital is an important part of the marketing toolkit but recently it’s been under fire. The industry needs to become more transparent and accountable. Brands need to assess communication effectiveness beyond metrics that are difficult to link to business performance.
Marketers can’t just pick one side in the loyalty or salience debate. Building salience and creating a brand positioning that drives affinity are both key to maximising marketing effectiveness.
In a relatively flat market, e-commerce is the one part of grocery shopping that is growing. Last year this growth was 15% to a value of $48bn, and its forecast to rise to $150bn globally by 2025.
Brands have to make tough strategic decisions during an economic downturn. What is the right balance between creating promotions to meet consumer needs and maintaining and building brand equity?
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.
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.
Brands need to understand the synergies between TV and digital mediums to build brand equity through digital advertising.
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.
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.