The power of being meaningful, different, and salient

Millward Brown argues that marketing success is dependent on brands being meaningful, different and salient.

The power of being meaningful, different, and salient

Josh Samuel

Members of the marketing community have long debated the secret to marketing success. Many practitioners assert that differentiation is the key factor. Others maintain that salience is uppermost during critical purchase moments, while a significant group believes that great marketing builds positive consumer sentiment by delivering on a meaningful brand promise.

But we would suggest that this debate has been misguided. Drawing on learning from thousands of brand equity studies as well as a recent, groundbreaking pilot that linked neuroscience and survey data to consumer shopping behavior, we have established...

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