Three Dimensions for Better Communications Planning
3D project is MindShares most ambitious research venture. Through original
research in each country, it takes a new approach to meeting the challenges of
planning communications in todays increasingly complex environments. Built
upon proven brand equity methodologies, it successfully combines consumer/brand
relationships with social and media dimensions.
BRAND TRANSFORMATION REQUIRES A DIFFERENT RESEARCH APPROACH
Brown recently published a brochure
called Making the Most of Your Brands. It talks about the transformation
of brands from the days when logos appeared to differentiate previously
indistinguishable products, through to today when brands have emotional
attributes and are all about experience.