Do you know what's driving your brand?

One of the on-going frustrations marketers have expressed about brand tracking research is "given these results, what action should I take?" In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it also comes from the general nature of brand attributes or perceived value measures like trust, reliability, outstanding service, leadership, modernity, etc.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands