Media Creativity

Three Dimensions for Better Communications Planning

Sheila Byfield,
Mindshare

The 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

Millward 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.