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...