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The Power and Potential of the Chinese Dream
Understanding the Chinese Dream should be a key strategy for brands this year according to this new BrandZ report. It explores the meaning and significance of the Chinese Dream for Chinese consumers and its potential impact on brands. It also examines the Chinese Dream in the wider context of American and British Dreams; offering rich insight and advice to brands, it is a must for anyone wanting to succeed in one of the most dynamic regions in the world today.
Three Things Marketers Must Do To Demonstrate Their Worth
Has senior management lost faith in the ability of marketing to drive revenue growth? With widespread downsizing of marketing departments and budgets, marketing is under pressure like never before. In this Forbes article, Nigel Hollis discusses three things marketers can do to demonstrate their continued worth, by underlining the unique ability they have to contribute to long-term growth and profitability through a profound understanding of what makes a brand strong and valuable.
KISS – The New Mantra for Multiscreen
Technology is allowing for multiscreen to become a more natural and fluid process which is contributing to a change in consumer behavior. As consumers increasingly access content at different times from different screens, brands should be looking to expand their presence. In this Digital Marketing Magazine article, Duncan Southgate, offers advice to marketers and explains that brands with simple, consistent imagery are the ones most likely to have success in the multiscreen world.
eStatic on ZappiStore
Print and outdoor ads are frequently created with a small lead time, and typically with much lower production costs than TV. Therefore, marketers need to be able to evaluate those ads using a method that reflects this; both quickly and cost-effectively. eStatic from Millward Brown, available on ZappiStore.com, uses Millward Brown’s validated framework of ad measurement, to measure three key areas: Engagement, Brand Associations and Brand Predisposition, and can provide results in as little as six hours.