Mindblown: a blog about philosophy.
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Leveraging MSW’s Creative Effectiveness Score
Since the 1960s, MSW Research has been a leader in evaluating advertising across various media. Today, we’ve harnessed that experience in an #AI tool that delivers a Creative Effectiveness Score predictive of sales. ► MSW Research’s Creative Effectiveness Score metric evaluates ads on 150 creative elements proven to drive brand preference, offering insights across…
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Auto Insurance CES
Background The MSW Creative GaugeTM AI service evaluates the sales potential of advertisements of different formats based on the content profile of the ad itself. Results are typically available within minutes, making this low-cost tool ideal for applications such as competitive testing, concept screening, early-stage evaluation and landscape analysis. Automobile insurance is a fiercely competitive…
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🎬 See MSW’s Creative Gauge AI in Action – Video Demo
Curious how your creative will perform before you spend on media or A/B testing? In this short video demo, one of our users will walk you through how Creative Gauge AI worked for them. this AI driven analysis tool evaluates an actual piece of creative, identifies what to fix, and shows how those changes improve…
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The Six Essentials for a Successful Brand Health Tracking Program
This paper presents the six essential requirements for a successful Brand Health Tracking Program.
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Brand Building Isn’t Dead. It’s More Important Than Ever.
An email about an upcoming marketing conference landed in my inbox. One line stopped me cold: They said… “𝘎𝘰𝘯𝘦 𝘢𝘳𝘦 𝘵𝘩𝘦 𝘥𝘢𝘺𝘴 𝘰𝘧 𝘣𝘳𝘢𝘯𝘥-𝘣𝘶𝘪𝘭𝘥𝘪𝘯𝘨 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘪𝘦𝘴 𝘥𝘦𝘴𝘪𝘨𝘯𝘦𝘥 𝘵𝘰 𝘤𝘳𝘦𝘢𝘵𝘦 𝘭𝘪𝘧𝘦𝘭𝘰𝘯𝘨 𝘭𝘰𝘺𝘢𝘭𝘵𝘺.” Wow! Let’s be clear, that is completely wrong! The idea that brand building is outdated or obsolete doesn’t line up with the evidence, or with…
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MSW Tracking: Creating a Brand Advantage and Unlocking Predictable Growth
Data alone doesn’t drive growth. Clear decisions do. And good decisions require the right data, at the right time, framed by the right model. Brand tracking should be more than a rearview mirror. It should be a guidance system. A tool to help you navigate an evolving marketplace and make confident choices about what to…
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🚀 𝗥𝗗𝗘 𝗶𝗻 𝗔𝗰𝘁𝗶𝗼𝗻 – 𝗛𝗼𝘄 𝗕𝗿𝗮𝗻𝗱𝘀 𝗚𝗿𝗼𝘄
Forget what you’ve heard – brands don’t grow through loyalty. They grow through 𝗽𝗲𝗻𝗲𝘁𝗿𝗮𝘁𝗶𝗼𝗻: more people choosing them more often. And what drives choice? 𝗣𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲. RDE explains how to build that Preference: • 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 fuels trial. • 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲 enables price strength. • 𝗘𝗺𝗼𝘁𝗶𝗼𝗻 drives advocacy and memory. We’ve used this approach with clients across categories,…
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🔥 𝗡𝗼𝘁 𝗔𝗹𝗹 𝗔𝗱𝘃𝗼𝗰𝗮𝘁𝗲𝘀 𝗔𝗿𝗲 𝗖𝗿𝗲𝗮𝘁𝗲𝗱 𝗘𝗾𝘂𝗮𝗹
Last time, we broke down the three key drivers of Brand Preference: Relevance, Difference, and Advocacy. But here’s the twist—𝗻𝗼𝘁 𝗮𝗹𝗹 𝗔𝗱𝘃𝗼𝗰𝗮𝗰𝘆 𝗶𝘀 𝗲𝗾𝘂𝗮𝗹. Some consumers only recommend your brand if asked. Others—true Apostles—promote your brand unprompted because they’re emotionally invested. That’s the “E” in 𝗥𝗗𝗘—𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻. We measure it through 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝘁𝗶𝗺𝗲, a proven…
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🎯 The 3 Drivers of Brand Choice – Revealed
Why do consumers prefer one brand over another? We ran a landmark study across 12 categories and over 30,000 evaluations to find out. The answer? Three core perceptions that consistently explain Brand Preference: • 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 – “This brand is for someone like me.” • 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲 – “This brand stands out.” • 𝗔𝗱𝘃𝗼𝗰𝗮𝗰𝘆 – “I’d recommend…
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What we do, how we do it and how our clients benefit
What we do: How we do it: How our clients benefit: “…MSW has been validated to actual business results more than any other advertising measurement in the business.” – Quirks “…MSW copy testing system, TouchPoint, provides quantitative prediction of the likelihood and magnitude of ad impact on future sales volume and market share.” – the Marketing Accountability Standards…
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📊 How Accurate Are Your Ad Evaluations 📊
Evaluating the success of your ads is tough, especially with so many moving parts. But Creative Gauge AI™ makes it simple, fast, and affordable. We tested 20 fast-food ads, and the findings were eye-opening: • Ads with strong emotional connections were more effective overall. • But ads that didn’t clearly link back to the brand…
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