Millward Brown's three "secrets" for driving brand growth

This report discusses how most marketers are focused on driving sales through digital, arguing that positive brand attitudes create the potential for stronger growth and higher profits.

Millward Brown's three "secrets" for driving brand growth

Stephen WhitesideWarc

Most marketers are focused on driving sales through channels like programmatic, social media and mobile.

But Nigel Hollis – EVP/Chief Global Analyst at research firm Millward Brown – warns that these practitioners are frequently at risk of neglecting the fundamentals of their craft. "I believe that many marketers have forgotten how brands actually make money," he said on a Warc Webinar.

"They focus too much on driving volume sales and not enough on building the positive brand attitudes that support those sales; they tend to assume that attitudes...

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