Do You Know What's Driving Your Brand?
McCann Brand Clout: An Overview
Joe Plummer McCann-Erickson World GroupJ. David Philips Microsoft Canada
Introduction
This research system is based on the concept of Universal Marketing Drivers, developed by McCann-Erickson. These Marketing Drivers provide a common framework to examine the effect of all principal marketing communications disciplines. This approach recognizes that across markets and categories there are seven 'Universal Marketing Drivers' that marketers use to build successful brands. These drivers are Brand Awareness, Product News, Activation, Product Experience, Emotional Bond, Loyalty and Buzz.
Universal Marketing Drivers
McCann...