Articles & Opinion

Yes, binge-watching is good for us

The likes of Netflix, Amazon Prime and Hulu have made it easy for many of us to indulge in compulsive binge-watching behaivour. So, what can advertisers and marketers learn from these viewing habits? Read more.

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Dare to be different

The term Unique Selling Proposition (USP), developed in the 1940s, is a concept now rejected by many marketers. Most products today are similar so it's rare for brands in many categories to be different in function. However, brands that are seen to be different do exist, and difference can drive brand growth. Read more.

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New metric helps brands build equity and value

Brand Imprint is a new measurement that focuses on instant recognition and the importance that Clarity, Communication and Consistency have on building brand equity.

New marketing reality depends on brand experience

Marketing is about to shift fundamentally. Customer experience has become very important as has a focus on the ‘last mile’ of the purchase journey. Soon, consumer reviews will hold the same weight as advertising campaigns.

Can artificial intelligence help drive creative ROI?

The increasing penetration of voice search and home assistants, and the adoption of chatbots has prompted marketers to think about how to leverage AI to create effective content.

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Brands need a human touch in a digital world

Interactions between brands and consumers have multiplied because of technology. Some brands dream of building 100% digital relationships with their consumers, but is a digital experience the only thing people want?

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Why Difference impacts brand growth

The high-profile bankruptcy of Toys R Us is the most recent in a long line of brands that failed to adapt to changing times. What can we learn from this

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Brand Love

Do consumers love some brands? Our emotional priming research shows that most brands evoke a mild, instinctive liking but not a passionate response. So how can you improve Affinity?

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AI chatbots in ads: The future?

Why using AI chatbots in outstream video ads may be a good way to reach millennials.

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Celebrities shine in ad campaigns

Celebrities in advertising can be more effective when featured in a campaign as opposed to an individual ad.

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Consumer Insights – A time to flourish

Social Media and other forms of consumer generated data disrupted the status quo but also presented new opportunities. Once vaunted as the death of the research industry, it may be the re-birth of the power of consumer insights.

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Post-Millennial Marketing

Post-Millennial Marketing is based on six pillars, which are not steps to be followed one after another, but activities to be conducted together: Post-Millennial Marketing is more than a process, it is almost a mantra.

The role of experience when AI makes our choices

Are we living in the age of the connected consumer, or are our actions and decisions guided or made for us by technology?

The Trust Economy: Are you ready for the ride?

Brands are scrambling to shift from macro-influencers to micro-influencers, but the full potential of this trend has yet to fully unfold.

Building brands online is much more than clicks and views

Advertising plays a key role in shaping people’s perceptions and opinions about a brand. This impacts their decisions at the moment of purchase across all platforms and media.

How Consumer Insight can help break out of the comfort zone

Too many brands get stuck in a ‘comfort zone’ that prevents them from achieving growth. Read how Consumer Insight plays a big role in helping brands compete today.

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Integrate and customise multichannel campaigns

The challenge in developing strong multichannel campaigns is to create enough familiarity in each element so it instantly links to the overall campaign, but enough novelty to create engagement independently.

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People expect brands to get personal

With the rise of Artificial intelligence, machine learning, Blockchain and voice integration, the opportunities for brands to connect with consumers are huge.

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China’s Brands are Globally Born to Run

If ‘Made in China’ makes you think of inexpensive, low quality goods, think again. Today’s young generation of global consumers – especially those in established markets – are becoming more positive.

How strong brands today prepare for the path ahead

What determines that todays strong brands will be strong brands in the future? Learn what a recent “Brands Ahead” study from Kantar TNS and Grey tells us in this article by Hartmut Scheffer, Kantar TNS.

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