Articles

Blurred Vision: Why disruptive brands are heading for an identity crisis

Many brands, both large and small, are diversifying into new categories, with the goal of building a multi-faceted 'world' around their target consumers. It's a powerful way to achieve greater relevance, but stretching a brand in new directions also has its risks. As the lines between categories become blurred, brands could be left struggling for identity.

Published in:
M&M Global

TV-centric LatAm Brands are Finally Embracing the Digital Boom

After proven success in other markets, Latin America brands are finally embracing the digital advertising boom. Marketers are now looking at digital as a key component in their marketing and media investment strategies.

Published in:
M&M Global

Transformation in Rural India Is Also in the Mind of the Consumer

Today, rural India describes a mindset rather than a geography. A rising brand awareness and disposable income among rural consumers makes this an untapped area ready for brand growth. Brands that can solve the operational challenges will be very successful.

Visual Language Now Is Critical for Impactful Brand Stories

Visual language now is critical for impactful brand stories, and this global trend is a good fit with India’s aesthetic tradition. The rapid growth of mobile is driving the shift in communications from words to images. This shift holds enormous implications for how brands reach consumers.

Brands Must Mirror Diverse Reality of How People Live Now

With 100 million consumers in India now accessing Facebook from their mobile devices, people have shifted from accessing information to sharing content. Brands that recognize people connect with real stories about real life challenges are developing the most successful ad campaigns.

Is a Technology War the Only Fix to Ad Blocking?

The rise of ad blocking is largely a self-inflicted wound created by our industry’s collective behavior. It seems the scene is set for an escalating and never-ending technology war between publishers and ad blockers. What is the solution?

Published in:
M&M Global

Mobile Marketers Should Follow the Lead of Asia Pacific Brands

A strong culture of mobile innovation has emerged in the Asia Pacific region where most 'digital marketing' equals 'mobile marketing'. It’s not surprising that the eyes of marketers in other regions are starting to turn to Asia to see what can be learned about inspiring consumers to interact and engage with their brands.

Published in:
M&M Global

Building an Insights Engine

In today’s highly dynamic business landscape, customer centricity has become the key competitive advantage. To understand how successful firms achieve such high levels of customer centricity Kantar Vermeer partnered with Unilever to find the correlation. The recent cover story in Harvard Business Review features findings from our Insights2020 study and includes the 10 characteristics proven to make a successful “Insights Engine”.

Published in:
Harvard Business Review

Surviving the E-commerce Hype Cycle

E-commerce in Indonesia is relatively small by global standards, but the category is starting to see dramatic growth. By some estimates, e-commerce will represent 8 to 10 per cent of total retail sales in Indonesia within the next decade. And the value of e-commerce is expected to hit US$24 billion this year – twice the value of e-commerce in 2014. Many businesses are now looking at how they can ride this wave.

The Power of Creative Storytelling

Entertaining stories help brands maximize their marketing budgets with ads that people remember. The key to storytelling success is to bring to life resonant and disruptive big ideas in well-told, imaginative ways. Storytelling is a powerful tool for marketers.

Content Marketing Needs to Grow Up

Some people view content marketing as paid-for-content masquerading as editorial. Others think it’s the saviour of traditional advertising in an era of ad blocking. No matter what your view may be, we do know that content marketing budgets are growing and it’s important for marketers to have a clear strategy and measure its effectiveness.

Published in:
M&M Global

Disruption Functions

Innovation is the single biggest factor in how a brand drives value, particularly in today’s environment of disruption. But innovation alone will not guarantee success. Here are 5 steps to take to combine innovation and strategy to grow brand value.

Published in:

economist group

Fast-rising Asian Brands Offer Important Lessons for Building Strong, Flexible Brands

Asian markets will only grow bigger and dominate more of the global arena in the coming years. And the O2O market is more advanced in Asia than in other regions. Marketers who understand how Asian brands operate and apply their insights in tangible ways will benefit. Learn more.

Innovative Brand Experience Delivers Faster Value Growth

CEOs who will succeed in the future will focus on how to grow top-line revenues and generate greater bottom line profits by identifying opportunities with more valuable customer groups, accessing latent markets, and creating category shaping products and services. Joining the dots across their operations so that people, products and processes are customer focused will also be essential.

New Digital Analytics Measure Ad Effectiveness for Building Brands

Millward Brown’s newest tracking approach, Digital Behavior Analytics, applies advanced analytics to digital signals like search patterns and social conversation to derive validated indicators of attitudes and behaviors that we already know build strong brands.

Slower Growth, Changing Needs, New Technology Will Reshape Branding

WPP brand experts recently gathered in New York for a session about the future of brands. The following remarks are excerpted from the wide-ranging conversation of J. Walker Smith, Chairman, The Futures Company; Nigel Hollis, Chief Global Analyst, Millward Brown; and Joanna Franchini, Vice President – Cultural Insight, Added Value.

Game-changing Technology Enriches Mobile Device Data

Kantar and Millward Brown have investigated how mobile search involves brand mentions and drives brand value growth. It’s clear that no successful brand can ignore joining the app revolution.

To Succeed with Young Digital Natives Build Share of Heart

Generation Z promises today’s brands a world of opportunity. Aside from having a distinctly different profile from millennials and preceding generations, Gen Z will inevitably influence older generations’ buying behaviors and decisions, so brands must act now to identify meaningful ways for winning with these consumers.

Does Branded Content Need Star Power?

It’s hard to find an advertiser these days that isn’t developing more branded content. And it’s equally tough to find a branded content campaign that doesn’t involve celebrities, vloggers, or YouTube stars, particularly for brands targeting younger audiences.

Published in:
M&M Global

How to Make Customer-centricity a Company Wide Obsession

A customer-centric business uses data to understand, anticipate and serve customers’ needs better and more quickly than its rivals. Some companies look to data software or digital marketing technologies to give them the edge. But having the right people on board, and a company culture that drives customer focus throughout the organization is what makes the biggest difference.

Published in:

Fresh Business Thinking

Share