Few ads transfer successfully

There is a risk that making an ad work across multiple countries may not be the best way to maximise ROI. Only 38% of the ads tested by Kantar Millward Brown that are strong in one country are strong in another. Read the full article how to guide from the centre and execute locally. PS. … Read more…

Attitudes do matter

Do you think that brand attitudes among users are broadly the same across brands? At Millward Brown, we have strong evidence to the contrary; attitudinal equity even among users varies hugely across brands. Like it or not, consumer attitudes matter. Growing penetration will deliver increased behavioral loyalty, but attitudinal equity is needed to support volume … Read more…

Bring in and bring together

The combination of research – and big- data is becoming increasingly necessary to get a more complete picture of the market. We need to really understand the effects of our marketing investments. Does it push sales, or does it build our brand and if so upon which marketing efforts? By combining the most rewarding market … Read more…

Att skapa meningsfulla marknadsaktiviteter

Kombinera data från flera källor än bara research-data när du vill förstå hur hur ditt varumärke mår eller hur din kampanj har lyckats på marknaden! Lär dig av hur försäljningsdata bryts ner i minsta detalj på kort och lång sikt och dra paralleller till ditt varumärkesarbete. Läs gärna vår artikel eller få praktiska verktyg under … Read more…

Make your brand smile

How much does your brand connect to the instincive behaviour? One of the most powerful, but undervalued, ways in which advertising influences purchase is by focusing people’s attention on positive aspects of using a brand, and establishing those ideas firmly in people’s minds so that they trigger a strong instinctive response. Read the full article by … Read more…

Pull istället för Push

Idag ligger makten hos mottagaren, inte mediet. Idag handlar det om att attrahera istället för att bombardera, att locka-inte pocka. Push-metoden är inte längre en väg fram. Så hur uppnår man en pull-effekt? Läs några goda exempel från Robert Almquist, PR-rådgivare med fokus på content marketing: Kommunicera det som är viktigt för din målgrupp, inte … Read more…

Fast or slow decisions!

What does the Nobel price winner Kahneman have in common with marketing and brands? How instinctively are our decisions and why are some decisions fast and some slow? Read our article that takes the support of Kahneman’s conclusions on fast and slow decision making. Be inspired by how your brand can enable your customers’ instinct in faster decision makings.

Millward Brown’s Digital and Media Predictions for 2016

Read the topline summaries or download the full report AND join the webinar on February 2nd for a live expert presentation.   Addressable TV advertising, augmented reality marketing, micro-moments and mobile-first marketing – what does it all mean for brands?   Millward Brown’s annual digital and media predictions look at what’s new and what’s next … Read more…