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Article

This article provides an overview of continuous tracking research, including its history and development and, in particular, the challenges it faces in the immediate future.

Article

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

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Marketers are constantly on the search for advertising formats that deliver maximum effectiveness for minimal expense.

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New media channels are emerging all the time but there is no automatic driver that encourages the adoption of new media channels, and marketers themselves may be disinclined to make changes.

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In this article, Anastasia Kourovskaia of Millward Brown Optimor describes the power storytelling has in sponsorship of the 2012 Olympic Games.

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As a display channel, Facebook combines the potential for strong targeting with high traffic. However, this paper argues that, in assessing the value of Facebook to advertisers, it is not enough to focus narrowly on the impact of Facebook display.

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This Point of View aims to explain why creativity is at the heart of successful advertising. Creativity helps grab attention, even when people are actively filtering ads out.

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Relevance, difference, emotional impact, recency and frequency are the general characteristics of advertising that people readily remember.

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Major global companies are putting increasing emphasis on finding powerful, mind-blowing creative concepts to fuel their marketing communications campaigns and are actively investing in the process of developing them.

Article

Using data from WPP's BrandZ study, Millward Brown examines brand personality - the way a brand expresses and represents itself - from a cross-cultural perspective.

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This Millward Brown POV assesses Facebook's recent updates for marketers. These updates include: Facebook brand pages will now feature the Timeline layout, allowing more creative flexibility and power to create content; a new ad unit, Reach Generator, will allow brand pages to publish News Feed stories to fans; and premium ads can now be placed in News Feeds and as fans log out.

Article

The process by which brands become iconic is more often accidental than designed, says Nigel Hollis, Millward Brown's chief global analyst.

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Stengel, former global marketing officer for P&G, has identified 50 brands that rate highly for consumer bonding and value creation and in this paper argues that their key commonality is that they are ideal-driven.

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Brand growth has exploded in the 10 years since China joined the World Trade Organisation, with the nation creating 300m new middle class consumers.

Article

Marketers are increasingly said to be prioritising "relevance" in their brand communications. However, while relevance may be important, this paper argues that up to six competing brands can be deemed relevant to a consumer, in which case additional factors are required to influence the ultimate purchase choice.

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This paper provides evidence that digital share-of-voice (SOV) is important to brand growth. Specifically, it outlines the statistical analysis that concludes that brands that increase their digital SOV are more likely to grow their market share over time.

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This paper discusses the relevance of TV advertising in the era of DVRs, including the challenges the channel faces and the ways advertisers can respond.

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Consumers are said to be experiencing significant levels of advertising clutter across a range of different media.

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In this Point of View, Nigel Hollis questions whether the rapid uptake in social media is in fact a bubble.

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Should advertisers and agencies seeking to advertise on mobile devices simply adopt the same creative approach they use for their online campaigns? Based on data from Dynamic Logic’s MarketNorms, a leading digital ad effectiveness database made up of 6,000-plus online and 110-plus mobile campaigns, the research included in this report identifies several creative elements that advertisers and agencies can adopt to maximize the creative impact of their mobile campaigns.

Article

In this Point of View, Nigel Hollis encourages business leaders, marketers and market researchers to make their businesses and brands sustainable and to inspire customers to adopt more sustainable behaviour.

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This Point of View suggests that market research methods need to be changed so that consumer research is treated as a "mystery" rather than a "puzzle".

Article

Perceptions about a brand's values, personality, and heritage all factor into consumer sentiment toward a brand.

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Given the deeply entrenched views people hold about Chinese product quality, it may be hard for those who live outside of China to imagine a scenario where a Chinese-designed brand is aspired to, rather than chosen because of its price.

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This article analyses the book "How Brands Grow" by Professor Byron Sharp and the researchers of the Ehrenberg-Bass Institute.