How to Grow Your Brand With Radio Advertising
Creating Successful Audio Ad Campaigns
How to Measure Radio Advertising Effectiveness
Creating Ads That Sell: Market Philosophies & the System1 Playbook
What is Brand Storytelling and Why is it Important?
Brand Health Metrics – Do They Matter?
Make Your Black Friday Impact Last
The Power Of A Brand’s Distinctive Assets To Ensure Market Growth
A short video presentation by Glaucia Marques and Alice Arnould from the NewMR APAC day – which Asian beer brand has the strongest distinctive assets?
A Brief History Of Polarisation
Will You Brand Love Me Tomorrow?
Finding Purpose: Where Is Your Brand Taking A Stand?
Hired Devices: Should Brands Bet On A Famous Face?
Saved By The Baby: Binet And Field On Effectiveness In Context
The Seven Habits Of Highly Effective Characters
What makes a great brand character? We use Fluent Devices examples to illustrate.
The Behavioural Science Behind “Share A Coke”
2018 marks the fifth US summer of Coca-Cola’s “Share A Coke” marketing campaign, when the soft drinks giant releases thousands of limited-edition bottles showing names, places, occasions, or even song lyrics. It’s probably the most famous, and longest running, mass personalisation campaign in the world, and Coke have regularly credited it with big returns. Back in 2014, following its successful launch, the Ogilvy-run campaign was linked to Coca-Cola’s first sales increases in a decade.
How To: Tap Into Patriotic Feeling
As the USA celebrates the 4th of July, we look at how brands and advertisers can handle the hot potato that is patriotism.
How To: Compete With Private Labels
With Amazon investing heavily in private labels, brand marketers are feeling the heat. Here’s how to manage own-label competition.
The Short-Term Dilemma (And How To Beat It)
Marketers don’t need lectures on short-termism; they need solutions. Here’s ours.
Five Ways Voice Will Change Branding
In this year’s Super Bowl commercials, Amazon’s Alexa lost her voice. In the real world, she’s louder than ever. The Amazon Echo, and other voice-activated home assistants like Apple’s iPod Home, are enjoying a surge in sales. Mass adoption isn’t quite there yet, but it looks likely, if not inevitable.
Unwrapping The Plastics Crisis Phenomenon
This time last year, almost nobody was talking about a “plastics crisis”. This year, it’s the hottest of topics. But how did the plastic waste issue finally get onto the public radar, and what lessons can communicators learn from it?
How Fluent Are You In Branding
We often talk about the 3 qualities that make for great, profitable brands: Fame, Feeling and Fluency. If your brand comes to mind easily (Fame) it’s a good choice; if your brand evokes positive emotion (Feeling) it’s a good choice; if people recognise your brand and its assets quickly (Fluency) then it’s a good choice. But how to nurture these qualities in your communication?
How Far Can Reputation Take You?
We pose the question: Does a strong brand mean a company can get away with being downright average when it comes to advertising effort?
Dieselgate – A Car Crash In Slow Motion?
The latest wave of our automotive tracking study shows the emissions scandal still clouding VW’s German prospects. What does it mean for the future of German cars and alternative technologies?
How To: Launch A New Brand
How do you launch a new brand? We answer one of our most frequently asked client questions. A look at early stage brand growth through a Fame. Feeling and Fluency lens.
Now THIS Is How To Use A Distinctive Asset…
How McDonalds is using its golden arches to add a creative twist to Brand Fluency.
Fame, Feeling and Fluency: Predicting the Future of Ryanair
Budget airline Ryanair has a history of courting controversy and thumbing its nose at received branding wisdom. Founder Michael O’Leary’s business strategy has always been to go on the offensive, mock critics and brazen out problems, and he’s been highly successful. So Ryanair’s latest crisis – around the sudden cancellation of hundreds of flights this autumn and winter – hasn’t been accompanied by many predictions of doom.
We Are Making A Long Story Short And That’s A Problem
In order to create profitable, brand-building campaigns, marketers should look to long-term campaigns that drive System 1 decision-making.
The 3Fs: Good For Your Brand, Good For Your Budget
Spend any length of time in market research and you become aware of the notorious Cost-Speed-Quality Triangle. Notorious because the idea is you can only have two out of the three. Good and cheap research takes time. Fast and good research ain’t cheap. Fast and cheap research means cutting corners on quality.
Fame, Feeling And Fluency – The Only Brand Metrics You Will Ever Need
There has been a growing awareness in the marketing community that traditional Brand Tracking doesn’t really help much to guide and predict brand growth, and there is desire to see it reinvented from the bottom-up. Why not start with Behavioural Sciences as a guide, because the great thing about science is that it simplifies and clarifies things? And if there’s one area of consumer research that needs cleaning up, it’s brand tracking.
Fame, Feeling And Fluency: A VW Case Study
Volkswagen, as you just may have heard, is in a spot of trouble at the moment. The kind of trouble that wipes a quarter or more off a company’s share price and removes CEOs. Whether the legal fallout from their emissions-test-fixing scandal, and the fines the company face, will cripple or even destroy VW is an open question. But there’s another question to answer too – what are consumers making of all this? How likely are they to forgive VW, or didn’t they care much in the first place?
Branding Reality Bites: The Strange Tale Of OK Soda
2015 brings us a little-heralded marketing anniversary – it’s been 20 years since Coca-Cola pulled OK Soda from the market. If you’ve not heard of OK, or you’ve forgotten it, that’s more than forgivable. The drink – meant to appeal to the ironic, cynical, Nirvana-loving teens of Generation X – was launched in 1993 but never made it to general release. OK Soda survives now as an occasional case study and minor cult – like the Ford Edsel, it haunts the graveyard of global brands that never were.
Taming The Panda
Brand Trackers are the Giant Pandas of research. They are slow-moving and not particularly clever. They exist on an extremely limited diet of hard to digest data. They are naturally solitary, rarely joining up with other data sets. And getting them to procuce offspring, in the form of useful insights, is an exceptionally arduous and frustrating process. In short, they seem like something of an evolutionary disaster and it’s remarkable they have survived given the pressures of the modern world.