Lurpak won a Silver Lion in Cannes – and is now winning the hearts of consumers

Congratulations to Lurpak, Arla Foods and their agency Wieden + Kennedy on winning a Silver Lion at the Cannes International Advertising Festival this weekend! The Cannes Festival is a prestigious creativity festival, where brands and agencies from all over the world submit their best campaigns in the hope of a reward. Winning a Silver Lion … Read more…

The importance of being meaningfully different

The yearly report from Millward Brown on the 100 most valuable global brands, BrandZ™ contains lots of interesting knowledge and insights on branding. One of the key words key to increase the equity of brands is meaningful. Across categories, the most valuable brands are generally meaningfully different. They’ve discovered important customer needs that they’ve filled in … Read more…

The power of being meaningful, different and salient

The most successful brands are not just meaningful, not just different or not just salient – they are all three. Don’t sell your brand short by using a myopic model of brand building that only acknowledge one of the three ingredients. Instead realize the importance of all three, and use consumer insight, category understanding and … Read more…

The most valuable Global Brands 2013

We’re delighted to present you with the 8th annual edition of the BrandZ™ Top 100 Most Valuable Global Brands. Read the full report here A short cut to the Swedish brands in the report, we can present IKEA on place 74 an increase in Brand Value with 31%: IKEA has benefitted from a combination of … Read more…

The eight top drivers of brand

In advance of the 2013 rankings, Millward Brown has analysed all the previous results since 2006 to reveal the eight Top Risers overall, the brands with the strongest, most sustainable value growth over time. These are:  Subway +5,145%  Apple +1,045%  Amazon +470% Hermès +297% Verizon +230% McDonald’s +228% IBM +221% Google + 188% The results reflect … Read more…

Is less always more?

To cut marketing costs through shorter, more intense commercial and still manage to be maximal effective is tempting!  – And it can work if you have a strong brand and a specific recognizable manner! Read more. Our experience tells us that those who know their history and are good at understanding their current situation are … Read more…

Trends – Digital and Media predictions

Millward Brown’s Global Futures Group brings you the hottest trends for the New Year Prediction 01: The Facebook newsfeeds will at the end of next year look very different from the ones we see now. We will see the rise of bigger, bolder, more interactive – and intrusive – Facebook advertisements in 2013. Read all the predictions here! What trends … Read more…