Articles

Marketers Must Step up to Protect Their Brands Online

Online advertising is under fire but the brands that are getting it right are reaping impressive results.

Published in:
M&M Global

Tencent and Tesla: get ready for innovation and quality from China

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.

Published in:
The Drum

The Brands Safety Row Shows Marketers Still Need to Get Wise to Programmatic

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.

Published in:
The Drum

Build Both Brand Salience and Loyalty

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.

Published in:
admap

Marc Pritchard Is Right – It’s High Time That Digital Grew Up

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.

Published in:
M&M Global

10 Ways to Get Your Brand on the Online Shopping List

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.

Conquering Consumers in Hard Times: Promotional pricing v.s. brand building

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?

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

Argentina

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?

Argentina

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

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

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

Colombia

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

Colombia

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

Mexico

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?

Mexico

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

Peru

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

Peru

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

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

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