News & Events
Select an Issue
How Smart Brands Command A Premium Price
Even following the recession, the amount of consumers looking for a deal, stocking up, and trading down is as high as ever. Today's consumers want to get the best prices, but offering your brand at a discount can undermine profits and threaten your brand’s viability. In this Point of View, Nigel Hollis, Chief Global Analyst, Millward Brown suggests that by identifying your audience, understanding your competition, and knowing your brand's meaningful difference, you can ensure that consumers perceive your brand as premium and worth a higher price.
Introducing Millward Brown Vermeer
Millward Brown Optimor and EffectiveBrands have combined to form Millward Brown Vermeer. Taking inspiration from the famous Dutch painter renowned for his ability to combine art with science, as well as the more literal translation of “ver meer” meaning “far more” in Dutch, Millward Brown Vermeer combines strategy consulting and marketing practitioner expertise to create a ‘whole-brain’ advisory offer for clients, as well as thought leadership such as the Marketing2020 and the BrandZ Top 100 Most Valuable Global Brands studies.
The Data-driven Pursuit of the Inconstant Consumer
Consumer attitudes can be shifted with a single tweet, and entire categories are being disrupted by the technology we carry in our pockets. As the media industry has gone through massive upheavals in the past decade, our attitudes are more fickle than ever. Ali Rana, Head Scientist, Emerging Media Lab, Millward Brown Digital recommends that to succeed commercially, brands must be dynamic and innovative. Savvy brands will be looking to make data-driven decisions in order to better indentify unexploited opportunities.
Global Mobile Behavior
Globally, we now spend more than three hours a day consuming mobile media, yet consumers still remain more receptive to TV ads. To put this into context, mobile usages now represents just under half of all screen time. Using information from Millward Brown’s AdReaction 2014 study from 30 different markets, Duncan Southgate, Global Brand Director, Digital, Millward Brown investigates the factors that lead to success for mobile ads, from which formats are most favorable to best practise for mobile creative.