Over the past three decades, technology has been
central to business transformation and growth. Technology
has been and continues to be a catalyst for change. It
shapes not only how businesses are run, but also how
brands are built.
Millions of consumers in fast-growing markets have significantly increased their spending power in the past decade.
The world today is very different from what it was only a couple of decades ago, and these structural changes have placed brands at the forefront of business success.
Taking the Long View looks at the importance of long-term sales effects versus short-term sales effects. Learn more about Millward Brown’s Meaningfully Different Framework and how the validation of copy-testing metrics around brands being meaningful, different and salient impact long-term sales growth.
Until 2013, India’s FMCG (Fast Moving Consumer Goods) sector had experienced five consecutive years of double-digit growth.
The Market Research industry is changing. Interviewing methods change as new technologies develop. There is the never ending pressure to deliver research quickly and cheaply.
Perhaps you're kicking and screaming, but you've finally decided to alter your research design to capitalize on mobile devices.
By Ali Rana, SVP & Head Scientist, Emerging Media Lab, Millward Brown Digital
By Nigel Hollis, Chief Global Analyst, Millward Brown
Globally, we now spend more than three hours a day consuming mobile media but consumers remain more receptive to TV ads. Millward Brown’s Duncan Southgate assesses how to convert the time spent into brand building.
We’re quickly becoming a world of multitaskers. While you’re reading this, you might be watching TV or using a second device – smartphone, tablet or laptop. In a study of the multiscreening behaviors of audiences in 30 countries, the U.S. ranks first in stacking, spending on average 91 minutes a day watching TV while also doing something unrelated on a second device. That compares with a global average of 67 minutes.
When marketers think of multiscreening, they often see it is a new challenge or obstacle: “How do I compete with the distractions of the smartphone or the tablet, while my audience is watching TV?” Marketers tend to view these distractions as a new problem. They are not.
Samsung made quite a splash at the Oscars. The much ballyhooed "selfie" that Ellen DeGeneres took with her celebrity guests generated unprecedented buzz. According to social media tracking site Kontera, Samsung was generating over 900 mentions a minute immediately after the snap. However, when Ellen snuck backstage during a commercial break, Samsung did not go with her. The “promo” was over and Ellen was happily back to tweeting on her iPhone… and then the question became, can Samsung buy ‘love’, and if so, does it need to?
A brand is an intangible yet powerful corporate asset. Merlin Entertainment's recent flotation and Twitter’s IPO have both highlighted the impact of strong branding and marketing on a successful listing and a share price that soars.
With eighty percent of U.S. population growth during the next five years coming from multicultural segments, there are major implications for brands. Using the Brand Cross-Cultural Index, a new tool powered by BrandZ™ and based on the Meaningfully Different brand equity framework, Millward Brown’s David Burgos and Ogilvy’s Jeffery Bowman take a look at brand equity across racial and ethnic segments and share key insights for driving brand growth in a multicultural market.
Researching the instant meaning of brands yields a different picture of consumer choice, writes Graham Page, executive vice-president at Millward Brown
The strength of creative is an important factor that will influence whether an ad will go viral. To identify the creative criteria for viral success, Millward Brown recently conducted a research study on the power of viral video ads.
From Google Glass to connected watches, to clothing that monitors your activity levels, there’s been a lot of conversation about the merging worlds of fashion and technology. This week, Apple added to this dialog when they named Angela Ahrendts to senior vice president of retail and online stores. Coming from a remarkably successful tenure as the CEO of Burberry, Ahrendts brings valuable luxury fashion brand perspective and experience to the challenges faced by Apple.
As the modern media landscape continues to fragment, advertisers are presented with a multitude of media choices. It can be a challenge to understand which media to employ, and understand how these fit in a wider communications plan. Leonie Gates-Sumner analyses how targeted media can help deliver the brand impact of multimedia campaigns.