Articles

Out of the Shadows: A New Perspective on Indonesian Narrative

Brand building in Indonesia involves striking a balance between tradition and the new values gaining ground to successfully reach consumers.

BrandZ

A Sign of Things to Come: BrandZ Top 50 Ranking Puts Indonesian Brands on the Global Stage

The importance of brands in Indonesia has grown significantly in recent years. Building brand loyalty will continue to become increasingly important to marketers as consumers become more brand savvy.

BrandZ

The Art of Distraction: Using Multi-Screening to Your Advantage

Smartphone and tablet use is on the rise in Indonesia giving marketers opportunities to reach consumers across multiple screens. Develop and deliver relevant messaging to build your brand.

BrandZ

The Best Ads Showcase Human Outcomes as Well as Product Truths

Emotionally compelling brand stories that are rooted in product truths help build meaningful connections with consumers. This can set you apart from the competition help drive brand growth.

BrandZ

How Meaning Has Become More Important Than Saliency in Driving Brand Growth in Indonesia

The importance of establishing a meaningful connection with consumers has become increasingly important in Indonesia to drive brand growth.

BrandZ

Developing Local Meaning: Presenting a Locally Relevant Face to Global Brands Is Essential to Success

The allure of Indonesia for multinational brands is clear. Being successful in this complex and fast-changing market will depend on building connections with consumers that are locally relevant and meaningful.

BrandZ

The 1,000% Lesson From China: Innovate to Grow Brand Love

Indonesian brands can learn from the rapid growth of Chinese brands. They must define their meaningful difference, be perceived as innovative, and build some love.

BrandZ

What the Death of Cecil the Lion Tells Us About Social Media

Cecil’s story is a case study in the power of social media, a channel that will continue to grow in reach and influence – particularly in combination with traditional media. People will never care about brands the same way they do about wildlife, but marketers should still take note. Brands that simply respond to events will fade into the background. Brands that tell a compelling story, one that people will care about, will stand out.

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M&M Global

Does Snapchat Have the Answer?

Generation Z seems more receptive to ad formats on Snapchat and Instagram because the ads are consumer-centric, and frequency is low. What can advertisers learn from this, and will these platforms be able to sustain their business model while achieving growth? Facebook is highly successful at monetizing its users but the frequency and intensity of ads required to achieve that clearly comes at a price among this younger audience. Read more.

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M&M Global

Social Sets a Higher Bar

There are three stages for developing successful social advertising: create an experience, get people to talk about it, and support your campaign with paid advertising. Brands need clearly defined goals to do this well, and deliver ROI. Oreo and Coke are getting it right in China.

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M&M Global

A Funny Thing Happened On the Way To the Focus Group

Millward Brown partners with the Second City comedy troupe in the US for an innovative approach to gain consumer insight and generate ideas. Learn more about Consumer Theater from Firefly Millward Brown.

Published in:
AdAge

Consumers have gone mobile long ago – researchers must catch up before it’s too late

The gap between mobile consumers and online surveys is increasing. Now is the time to bridge it. Making surveys ‘Mobile First’, so they can be conducted on mobile devices or any other device people prefer to use, is the only way we can ensure that the data will still be valid in a year’s time.

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Global Brands

In this Financial Times special report, learn the major stories that defined this year’s BrandZ™ Top 100 Most Valuable Global Brands; from what it is about Apple that makes it so successful, to consumers moving away from Luxury brands and what impact that is likely to have on the category as a whole. See the impact that millennials are having on brand strategy, as well as what the banking industry should be doing to repair its reputation in these exclusive reports from the Financial Times, using BrandZ data.

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M&M Global

Don't Boil Down the Ocean

To be certain that brands are backing ads that will deliver ROI, marketers really ought to be testing every execution. However, owing to the traditionally high cost of pretesting, often only the most expensive formats end up being tested. Yet, as Daren Poole, Global Brand Director, Creative Development, Millward Brown, argues, if marketers are more pragmatic about the level of insight that they actually need, they can test more creative across more channels and executions without the higher price tag.

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economist group

BrandZ Top 100 Global Brands

Millward Brown and WPP will release the 10th annual BrandZ Top 100 Most Valuable Global Brands 2015 ranking and report Wednesday, May 27th. The report offers insight on brand value and performance globally across 14 categories.

Brand Valuation and Insights Critical for Success in a Changing Marketplace

Brand is among the most valuable financial assets of modern corporations. Brand contributes more to shareholder value creation than any other asset – tangible or intangible. Strong brands help drive sales, grow market share and build shareholder value. They're a key to the success of many of today's leading stock market winners. Read more.

BrandZ

Being Meaningfully Different Can Command a Premium – But many salient brands miss this major opportunity

The 2015 BrandZ™ Top 100 brands are all big and salient, but in many categories they struggle to be seen as meaningfully different. This works to their detriment because brands that are perceived as meaningfully different possess some important properties. Read more.

BrandZ

Brands Communicate About Sustainability: But not in a language millennials understand

There's no mistaking the swelling tide of attention to, and interest in, corporate sustainability – both from the perspective of businesses and from consumers. Guiding millennials through the evolving sustainability landscape may be a key foundational element of creating meaningful conversations on this topic in the years to come. Read more.

BrandZ

Purpose Will Guide Successful Brands and Help Inspire Workforce Excellence - Functional and emotional benefits alone are insufficient

Today, technology has broad implications that impact Brand Value propositions on many levels. One of these is brand behavior. Both good and bad behavior is immediately known to customers and other stakeholders who want to know how brands think – and act – about topics like child labor, women’s pay equality or sustainability. More broadly than this, purpose will be the acid test for the successful brands of the future. People will select the brand that stands for something they believe is worth supporting. Purpose will also inspire the workforce, and future winners will need to win with employees to be successful.

BrandZ

Digital brands dominate in the ranking, but strong creative breaks through

The SocialZ Verve Index, first released in 2014, uses Millward Brown's proprietary Verve Scoring methodology to measure the overall social vitality of a brand in social media. Born and bred digital brands again dominate the Top 10 in this year's ranking. Social networks – Google (led by YouTube), Twitter, and Facebook take the top three spots. Perpetual consumer favorites, Apple, Disney, and Nike are also in the Top 10. These iconic brands fuel avid attention through new product releases and strong integrated social media activity. Read more.

BrandZ

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