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 in market." http://www.dynamiclogic.com/docs/article-pdfs/2012/03/30/DL_10Tips_Optimizing_Online_Branding_Apr2012.pdf
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
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 Express being a prime example...
Lady Gaga and Madonna do it. We all should The latest issue of HBR contains a great article entitled: REINVENTING YOUR PERSONAL BRAND, with six excellent tips. One is "Leverage your points of difference." It's all pretty OBVIOUS ADAMS stuff, however worth the read and reminder. http://blogs.hbr.org/cs/2010/11/how_to_reinvent_your_personal.html
Millward Brown's latest newsletter includes an informative article on brand architecture. Six critical brand characteristics are described to help you determine whether your brand architecture is optimized. For example, is your brand positioned to differentiate? See: http://www.millwardbrown.com/Libraries/MB_Articles_Downloads/Nick_Cooper_AdMap_BrandArchitecture-Feb-2011.sflb.ashx.
Some of our country's largest marketing and media trade associations joined forces to enhance industry self-regulation to foster transparency, knowledge and provide consumer with choices regarding their online viewing of targeted advertising. See entire press release
"Brands Seek Fans on Facebook"
We have generally assumed that the process consumers go through for making a purchasing decision is based on various touch points: awareness of a product or service, becoming interested in that product or service, forming positive attitudes and then making the purchase. However, according to a recent McKinsey Quarterly newsletter, that process does not work any more because it does not recognize "all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer." McKinsey has labeled the new process "the consumer decision journey," and points out that by understanding that journey, "and directing their spending an messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the right place at the right time with …
According to Forrester, marketers are cutting their marketing communications budgets significantly. Are their brands at risk? Yes! A soft market can be an opportunity. Companies who increase their marketing communications budgets during recession experience a drop in ROI. However, these companies achieve greater market share gains; they are in a better position to reap post-recession profitability. (Strategic Planning Institute, PIMS database) For more on Forrester go to: http://www.forrester.com/Research/Document/Excerpt/0,7211,47951,00.html.
According to BUSINESS WEEK, advertisers and their agencies are not taking advantage of communicating with their customers using social networks. They have not figured out how to effectively break through. That's because when consumers go to Facebook or My Space, they are more interested in socializing, i;.e. building relationships, re-connecting with past friends, or adding information to their profiles, etc. "In sum, social networks and related tools are transforming the way companies communicate with consumers and potential consumers in profoundly interesting ways. In this light, questions of Facebook's valuation are at best mildly amusing to me. If, as I suspect, Facebook is at the vanguard of transforming how companies reach consumers, $10 billion will some day seem laughably small. Now it's up to the advertising industry to get its collective head out of the sand and exploit this transformation …