Nikolai Kondratiev made a wonderful contribution to economic history with his long wave theory. He argued that the capitalist development was made of long waves. These waves are 45 - 60 years long and represent one cycle of global economic growth. They are successive sine curves highly linked to innovations in technology. According to this theory, technology is pushing the economy of brands into their 3rd wave of development. The first era was led by technological advancement in the production of goods, such as, large-scale plants, the second wave came with the technological advancements in media such as TV, Radio and Print and the 3rd wave, the present one, is led by the advancements in Information and Communications Technology (ICT).
Back in the day, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research - segmentation, clustering, modelling etc. - seemed so sophisticated compared with its slightly prosaic subject matter: soap, toothpaste, biscuits and the like. Yet now the reverse seems true: brands are so central to our culture and so deeply rooted in our psyche that it is the traditional tools of measurement which seem unequal to the task. Why?
Using Media Z Anna Breslauer, MEC, examined the audience perceptions of the two iconic sporting events and how these affect brand partnerships.
Every four summers, a global audience is treated to a spectacular international football event. The World Cup is highly anticipated by the public for months leading up to its commencement, and for brands, even years. Another favourite each year, particularly in the UK, are the Wimbledon Championships – valued by partner brands but in a contrasting and understated way. This summer we witnessed the World Cup and Wimbledon simultaneously allowing for comparison of the distinctive approaches to advertising and sponsorship. With 20.5 million viewers watching the World Cup final and 10 million watching the Wimbledon final in the UK, (BBC, Wimbledon,) these properties are highly sought-after for sponsorship, and for the World Cup, prime television spots on ITV.
I’m a fan of travelling in style, so the concept of ‘matching
luggage’ appealed when marketers first responded to channel
proliferation with a drive to integrate their communications by using
the same look and feel. Of course fashions change, and as people learnt
more about how digital channels worked, marketing evolved to integrating
around an idea – so there was still a co-ordination of luggage, but it
didn’t all have to be the same colour.
Today, as more brands are recognising that a meaningful customer
experience is the key to delivering growth, communications must move on
again. (NB ‘customer’ is used to define the brand’s target: consumer,
customer, expert etc).
Our new Warc 100 rankings, released last week, collect together a truly global array of campaigns. Listed according to their success at effectiveness and strategy awards over the past year, the collection of the world's 100 smartest campaigns highlight a big industry trend: the increasing recognition of the great work being done away from the Anglosphere.
Exemplifying this shift is 'My Blood is Red and Black', a campaign from Leo Burnett Tailor Made in Brazil for HEMOBA, a blood donation charity, which is ranked 31st on the Warc 100. As part of the campaign, football team Vitoria removed the red stripes from its kit, promising to put them back as people donated blood – leading to big fan engagement and a rise in donations. And, when I asked him about developing the strategy for the campaign, Marcello Magalhaes, VP for planning at Leo Burnett, said that one big cultural insight was ultimately responsible for the (award winning) work.
This blog post is by Hall & Partners, based on their Brazil Now report. Warc subscribers can read more about marketing in Brazil on the Brazil topic page.
With all eyes on Brazil for the 2014 World Cup and the upcoming 2016 Olympics, there is no better time than now for brands exploring opportunities to break into the Brazilian market. With the assistance of Daniel Buarque, MA candidate at Brazil Institute at King's College in London and a former reporter and editor in Brazil, we developed our Brazil Now report in an effort to identify and understand the key socioeconomic factors and cultural trends effecting brands within Brazil.
Brazil is a young nation; the average age is 30.7 while 51% of Brazilians are aged under 30 years' old. Within that, Brazilians are amongst some of the most socially-engaged people in the world and the prevalence of digital media creates endless opportunities for brands. Some topline stats:
This blog by Rebecca Newman, Research Executive at MEC, explained how, using Media Z, MEC examined the audience perceptions of the popular US drama series Game of Thrones and True Blood.
Game of Thrones is an American fantasy drama TV series, which is an adaptation of A Song of Ice and Fire by George Martin. The series explores the issues of social hierarchy, religion, loyalty, corruption, civil war, crime and punishment. It has built up quite a following within the UK drawing 1.45 million viewers during its most recenlty aired episode (12th May 2014, DDS). The hit show airs on Sky Atlantic and on Sky1 and is in its fourth season.
Last week I was working on a web-usability research project. Looking at the pros and cons of the various methodological approaches, I was struck, shocked even, by the cost differences between DIY, unmoderated software driven solutions and the consultative lab-based approaches.
The usability software products invariably offered scale – the ability to talk to larger numbers of users – flexibility, speed, all at a very low cost point. A $1.000 would buy quite a lot of raw recorded user experience data. Compare that with a lab-based, moderated qualitative approach: 8 to 10 in-person sessions could easily cost many times that amount.
"Data" versus "insights" – that seemed to me the dichotomy, with data immensely cheap or even free, in abundance, "insights" appearing extremely expensive by comparison.
I recall talking to James Elias, Google’s Marketing Director, at last year’s about the unprecedented pace of change we are seeing in the world and the implications for organisations. James’ view was that with the world moving so fast, if your internal pace of change is slower than the pace of change externally then you’re going to be in trouble, so you need to be focused and not get caught trying to do too many things. We believe it’s the customer experience that organisations need to be focused on above all else. Whatever the technological advances, it is this experience that builds meaningful relationships with the people behind the devices and will drive sustainable growth.
This blog post is by Mark Ringer, Executive Creative Director at Anthem.
In the US and UK we may still be experiencing the vestiges of the recession but the economy is becoming more stable and starting to look up. China, on the other hand, is enjoying unparalleled growth similar to the confidence felt in the US in the fifties. With greater stability, we have been able to bring about richer and smarter times, and as result of this, a culture where we are open to renewed possibilities. Anthem undertook some research in order to greater understand how societal values are being redefined in the post-recession era and the shifting role of brand meaning manifested in these changes. The research, which compares consumer attitudes in the US, UK and China, looks at the trends of what makes a consumer life 'good' and how we define success – and the resonance of brand offering in support of consumer lifestyles.