Receptivity - Advertising’s Most Precious Asset

Brands today have so many ways to connect with consumers and many people are overwhelmed by the amount of advertising they see. It’s important for advertisers to think more carefully about receptivity, and how to track it. Brands that fail to consider the long-term cumulative effect their advertising will have on how people think and feel about their brands may end up irritating consumers, turning them off to advertising overall, or to their brands, and overspending to do so.

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M&M Global

Think Different to Be Distinctive

Our research shows the strongest brands are both Different and Distinctive. Perceived differentiation is driven more by whether people view a brand as unique: think Burberry or, setting the trends for its category, think Apple. Difference can be driven by an innovative product, positioning or even tone of voice. Distinctiveness is driven by sensory and semantic cues that make the brand easy to recognize, for example colors, packaging, logo, design or taglines. Given these definitions it becomes clear that Burberry and Apple are both different and distinctive. Is your brand Different, Distinctive or both? Read more.

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M&M Global

The RadioShack Name: Worthless or Worthwhile?

RadioShack Brand Name Could Play a Key Role in the Company's Revival

After months of speculation, the bid for RadioShack by Soohyung Kim's hedge fund Standard General was officially approved in bankruptcy court, saving the ailing electronics retailer from imminent liquidation. While RadioShack's road to bankruptcy has been long and well documented (the company was last profitable in 2011), Mr. Kim sees promise where others did not.

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Which Devices Are Your Target Audiences Using?

Each generation uses digital differently to consume content and shop for products and services, and marketers need to understand these differences to target their desired audiences on the devices they are most likely to be using. Millward Brown Digital surveyed more than 1,000 consumers in three generations (millennials, born after 1980; Generation X, born 1965-1980; and boomers, born from 1946-1964) to see how different age groups favored different screens for various activities. Published in Adweek, April 12, 2015.

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What Will It Take For Chinese Brands To Be Accepted By Global Consumers?

The importance of brand continues to grow in China, due to increased levels of consumer purchasing power, value expectations and sophistication. Chinese companies that have invested in brand building are now reaping the benefits. So why is there still a persistent gap between how consumers view Chinese versus global brands? Doreen Wang, Global Head of BrandZ at Millward Brown, suggests that Chinese brands need to find meaningful and appealing points of difference in order to thrive on the global stage.

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Putting a Value on Brand

Businesses understand that building a strong brand helps generate a price premium and increases sales volumes. For many of the stock market’s leading performers it is the strong brands they have built that drive market success. Doreen Wang, Head of BrandZ at Millward Brown explains why investment banks, financial analysts and private equity investors should pay more attention to “brand” in investment valuations.

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Shares Magazine

Marketers: How to Bridge the Generational Screen Gap

Strategies for Brands to Reach Users on Different Screens Based on Intent

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Advertising Age

How to go native

Native advertising was a real talking point in 2014, yet only a minority were truly making the most of it. In 2015 this will all change though, as publishers will offer advertisers solutions that are both impactful for marketers and compelling for their audience. However, leveraging this new technology is not as simple as merely purchasing an ad. In this article, Jon Salm, Client Analyst, Millward Brown Digital, explains how you and your brand can best make use of native advertising.

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The Economist

Worth Every Second?

When micro-video platforms began to introduce paid marketing options, it created a whole raft of new opportunities for brands to leverage the unique aspects of these channels. However, in order to ensure that branded content can succeed, you need to make sure that your messaging complements the specific demands that each platform has. In this piece, Amanda Phillips, Sales & Marketing Director, Millward Brown, explains how you can best optimize your micro-video content to work best for you.

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Digital Marketing Magazine

What Differentiates Winning Mobile Campaigns in APAC?

Millward Brown partnered with the Mobile Marketing Association (MMA) in APAC to analyze more than 50 campaigns for the SMARTIES Awards. Learn more about what makes a mobile campaign a winner.

We Know How You Feel

Computers are learning to read emotion, and the business world can’t wait. An article in The New Yorker about Affectiva, Millward Brown’s partner for facial coding.

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The New Yorker

Moving From Big Data To Intelligent Data

Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data.

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Mobile Makes Everything Digital in 2015

Smartphones have become the ultimate wearable technology, always with us and always on. In 2015, brands will need to use mobile not only as channel but as a means to increase the potency of all other brand touch points to reach consumers at the right time, in the right place with the right content.

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M&M Global

How to Create Strong Ad Campaigns Across Multiple Screens

People no longer consume media in a linear way, which can cause problems for marketing teams looking to plan & measure campaigns. Amanda Phillips, Head of UK Marketing, explains how brands should be adapting their practices to be in line with new consumer trends.

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The Guardian

Global Brands: Think Local

To succeed globally, brands need to think locally. World famous brands like McDonald’s have had to rethink their strategy and adapt. Peter Walshe, Global BrandZ Director, explains the science behind branding, and what it is that makes us identify with either local or global brands.

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More Than ‘Art for Art’s Sake’

How creativity in ad concepts, targeting and media choices impact brand building and campaign success.

How Brands Can Profit in Latin America as Consumer Confidence Increases

Eduardo Tomiya, MD of Millward Brown Vermeer, discusses how, when it comes to Latin America, companies can profit from rising consumer confidence and the quest for meaning.

HP Ink Advantage “Printing that Helps Your Child Shine”

In 2010 and 2011, Hewlett-Packard Co.'s (HP) Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer's affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It did not help that the HP printer was priced higher than the competition—despite its lower cost of printing.

Building Immersive Campaigns with Coca-Cola

As companies like the The Coca-Cola Company continue to push the envelope on creating immersive campaign experiences, the way research influences and measures these experiences must evolve.