Points of View

Can Marketing and Research Become Better by Design?

Over the last decade, the importance of design has grown beyond the traditional concept of making an artifact look good to take a more central role in business, academia, and government.

Why Is It Always Volume Before Price?

It has been 10 years since McKinsey published proof that a price increase of 1 percent will produce an 8 percent increase in profit, assuming that all other things remain equal. So why are companies ignoring this and focusing on chasing volume instead of securing margins through well-informed pricing strategies?

Tracking at the Crossroads

No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it’s hard to believe that the engine will soon be straining to get the car up hills.

Marketing to Diversity: Lessons from U.S. Politics

The 2012 presidential election confirmed something we’ve known for quite some time: There is a new normal in the United States, and that new normal is multiracial, multiethnic, and multicultural. Though Mitt Romney got 59 percent of the non-Hispanic white vote, the highest total for a GOP nominee since 1988, he was not victorious.

The Power of Being Meaningful, Different, and Salient

Members of the marketing community have long debated the secret to marketing success. Many practitioners assert that differentiation is the key factor. Others maintain that salience is uppermost during critical purchase moments, while a significant group believes that great marketing builds positive consumer sentiment by delivering on a meaningful brand promise.

Optimizing Ads: Is Less Always More?

It’s the relentless imperative of our age: Do everything better, but also faster and at lower cost. Marketers confront this challenge as their own discipline becomes ever more difficult. Not only are their financial resources limited, but the consumer attention they seek is scattered and fragmented across a myriad of media. Therefore, advertising practitioners are understandably eager to explore any option that might help them reach consumers with maximum effectiveness and minimal expense.

Social Measurement Depends on Data Quantity and Quality

As social platforms proliferate, enthusiastic users are generating more data than ever. Social media data are fast becoming the hottest commodity in market research.

Changing Channels with Confidence: A Structure for Innovation

New media channels are emerging all the time, and marketers are often unclear how to choose among them.

Creative Storytelling: For Sponsors, an Olympic Sport

Every two years, the world stops to watch the greatest show on earth: the Olympic Games. The appeal of the Olympics is universal; its impact, tremendous, and the London 2012 Summer Olympic Games were no exception.

Facebook: Not an Ad Platform but an Ecosystem

Now that Facebook is a publicly traded company with shareholders to satisfy, the ongoing question of whether it will ever live up to its promise as an advertising platform becomes more urgent.

Creativity in Advertising

Last summer I had an interesting experience in a cinema. I’d arrived early and was watching the ads while I munched on popcorn. The film was a popular one and the cinema was full. Around me, people were talking and laughing, waiting for the film to start.

How the Medium Informs the Message

The Overlooked Power of Media: Enhancing the Memorability of Communications

The success of marketing communication is judged on a variety of factors, and one of the fundamental criteria is that people remember the ideas conveyed.

Big Ideas: Research Can Make a Big Difference

It seems that everywhere we turn these days we see or hear something about “big ideas.” Major global companies, including the likes of Coca-Cola, Procter & Gamble, Unilever, and Diageo, are putting increasing emphasis on finding powerful, mindblowing creative concepts to fuel their marketing communications campaigns.

Why Brand Personality Matters: Aligning Your Brand to Cultural Drivers of Success

For many years, researchers have been using the concept of brand personality to help describe brands and understand how they relate to consumers. More recently, using data from WPP’s BrandZ study, we have looked at brand personality from a cross-cultural perspective and demonstrated that there is a relationship between the way brands express themselves in different countries and the strength of the consumer relationships they generate.

Facebook Launches Timeline for Brand Pages

Dynamic Logic's Emerging Media Lab discusses the recent changes for brand pages on Facebook and their implications for brand strategy on the platform.

What We Can Learn from Iconic Brands

In today’s complex and busy world, brand names are everywhere — plastered all over websites, inside subway cars, on the sides of buses, and even in public toilets. But most of the time, even though they’re accepted as part of the scenery, these brand names don’t signify much to those who observe them.

Ideals: The New Engine of Business Growth

“Doing well by doing good” - is that really attainable?

We have always thought so, but now we have proof. The most successful brands and businesses in the world are built around something other than just making profit. They are built around ideals.

China’s Top 50: Much Progress But More to Do

The recently released China Top 50 ranking once again confirms the value of a strong brand and highlights the remarkable growth of China’s economy over the past decade. But it also provides an opportunity to define some of the specific challenges currently facing Chinese brands.

Not Just Different but Meaningfully Different

What’s more important to a brand – to be different or relevant? Are marketers that opt for relevance over difference damaging their brands? In this point of view, Nigel Hollis discusses how successful brands are more than relevant and different – they are meaningfully different.  A meaningful difference can spark consumer interest and fuel demand for a brand, even when that brand carries a significant price premium.

Are You Getting Your Fair Digital Share?

Virtually all marketers are grappling with the question of how much time and effort to invest in digital communications and where those investments should be focused. The competitive landscape is an important aspect of these decisions. Brands should consider how well they are competing across digital touchpoints, just as they have historically done for other media. However, the multifaceted nature of the digital environment has made it difficult for brands to understand how well their efforts stack up against those of competitors.

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