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The Digital Blind Spots That Jeopardize Your Brand
Are you blindly taking a leap of faith with your digital advertising? You could be putting your brand in jeopardy by overlooking digital blind spots that can prevent brands from fully predicting or measuring the response to campaigns.Both attitudinal & behavioral metrics should be used to maximize ROI and drive brand growth. Looking at the complete picture allows brands to launch stronger campaigns, and optimize them once they are live. Duncan Southgate of Millward Brown weighs in.
Putting A Value On A 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.
Location, Location, Location!
Smartphones have had a transformational effect on our lives and have revolutionized how we connect with the world; including how we interact with brands. New technologies provide more ways than ever before for brands to learn about their consumers’ interests and preferences. But consumers will only accept this kind of messaging from brands that offer them something useful and valuable. Amanda Phillips of Millward Brown explains how using behavioral data to tailor customer experiences can help marketers connect with their consumers.
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.