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Brand News from Millward Brown
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Demystifying Social Media by McKinsey
"As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways." APRIL 2012 • Roxane Divol, ...
The Social Side Of Strategy by McKinsey
"Crowdsourcing your strategy may sound crazy. But a few pioneering companies are starting to do just that, boosting organizational alignment in the process. Should you join them?" MAY 2012 • Arne Gast and Michele Zanini Source: Organization Practice, Strategy Practice
How To Measure The Value Of Your Marketing Investment
Understanding marketing is critical to how and where you invest your marketing funds.
Millward Brown Digital's 10 Tips For Optimizing Your Online Branding Campaign
Millward Brown Digital has been a forerunner in exploring ways to measure the branding impact of online campaigns. "Now, with data available in real-time, we can additionally learn what’s working in a specific campaign, and make changes while it’s still ...
"The Real Leadership Lessons of Steve Jobs"
The Wall Street Pit reports" Walter Isaacson follows up his biography of Steve Jobs with an “insanely great” piece in the April HBR. He drills down on the factors that helped to catapult the legendary entrepreneur into an elite league ...
With The Proliferation Of Mobile Technology, News Consumption Is Increasing
"A mounting body of evidence finds that the spread of mobile technology is adding to news consumption, strengthening the appeal of traditional news brands and even boosting reading of long-form journalism. But the
How Do Brand Portfolio Strategies Affect A Firms Goodwill Or Brand Value
A recent Marketing Science Institute study suggests that "firms should be cautious in the pursuit of risk-laden branded house strategies, and offer evidence that the financial markets do appropriately value a house of
"Are Advertisers The New Record Labels"
More and more marketers are searching out unknown talent for their marketing communications efforts. Even the talent themselves, rather than competing for a top record spot, are turning to TV commercials. Marketers have always wanted to associate with talent, American ...