Articles

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

Opinion / Screenagers and Phubbing

Gen Z, the group just entering adulthood are often labelled as “screenagers”. Similar to early reports on Gen X, there is a good amount of cynicism around this group - but we think it’s misplaced. Gen Z do spend a lot of time looking at screens but they are also a creative, self-aware and resilient generation. Brands should be working hard to gain their attention.

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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.

Published in:
AdAge

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.

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.

Digital’s Brand Anniversary: What we can learn from the first online brand-building studies

It’s been nearly two decades since the first brand lift studies for digital advertising started. Here is a snapshot of where it all began, where we are today, and where we’ll be in the future – perhaps establishing brand building norms for ads on refrigerators and drones.

Published in:
M&M Global

The Power of Purpose: What the hacked Clinton e-mails tell us about branding

The release by WikiLeaks of thousands of Clinton campaign hacked e-mails provides a timely reminder that purpose matters in both politics and branding. Apart from shedding light on specific issues, the e-mails portray a campaign that struggled to define what Clinton stood for in her bid to become the Democratic Party nominee for President of the United States.

Published in:
M&M Global

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