Binging on Netflix, sharing stories on Facebook and downloading content from Apple’s iTunes and Alibaba’s Ali Picture have contributed to a record year of brand value growth in WPP and Kantar Millward Brown’s 2018 BrandZ Top 100 Most Valuable Global Brands ranking. The increasing use… Read More
In the myriad of channel choices and ad formats, delivering effective and integrated campaigns that consumers understand well across channels is essential. Kantar Millward Brown examined the state of multichannel advertising campaigns in a study that included markets such as Saudi Arabia and the UAE.… Read More
The year 2018 is poised to be another busy year for marketers, complete with continued evolution in communication approaches, media targeting technology and ROI measurement. How brands communicate with people will continue to evolve rapidly away from just standard paid media. Kantar Millward Brown has… Read More
There is no denying that online video viewing is growing at an unprecedented pace, making videos a must-explore advertising option for marketers. Platforms are putting their best foot forward to assist brands in making the most of online videos, but not all are necessarily doing… Read More
Brand is the most powerful intangible asset. Understanding a brand’s worth to the business in financial terms is therefore an essential part of managing, protecting and measuring it. Identifying exactly how the brand contributes to revenues means it can be strengthened and improved to keep… Read More
Emotion has a huge role to play in determining which brands people buy and when. However, ignoring the interaction between emotion, recognition and brand associations risks motivating no one. To avoid the emotion trap marketers must figure out how to harness the power of emotion… Read More
There is a common expectation that Gen Z, the generation born between the mid-1990s and the early 2000s, are just an exaggerated version of millennials. Do a quick search about Gen Z’s behavior and you’ll find definitions such as ‘millennials on steroids’, and descriptions of… Read More
Gen Z, also known as Centennials, has its own distinct behaviors, attitudes and responses to advertising. Gen Z is even more passionate about music than millennials (43 percent like to have ‘always on’ access to music compared to 30 percent for Gen Y) and more… Read More
Top of the marketing to do list for 2017 should be about gaining a rapid understanding of the needs, aspirations and behaviors of Generation Z, also called post-millennials and centennials. Brands will have to create better connected consumer journeys that are less intrusive with a… Read More
