Category: Video Blog
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Governance & the Operating Rhythm
Great systems fail when decision rights are ambiguous. A pragmatic governance model assigns ownership for three loops: 1๏ธโฃ ๐ง๐ต๐ฒ ๐ ๐ฒ๐ฎ๐๐๐ฟ๐ฒ๐บ๐ฒ๐ป๐ ๐๐ผ๐ผ๐ฝ (fielding, quality, and technical stewardship) 2๏ธโฃ ๐ง๐ต๐ฒ ๐๐ฒ๐ฎ๐ฟ๐ป๐ถ๐ป๐ด ๐๐ผ๐ผ๐ฝ (diagnosis, synthesis, and narrative building) 3๏ธโฃ ๐ง๐ต๐ฒ ๐๐ฒ๐ฐ๐ถ๐๐ถ๐ผ๐ป ๐๐ผ๐ผ๐ฝ (action ownership, budget routing, and accountability) โค Quarterly reviews focus on a small set of movements…
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Premiumization
The premiumization gap is growing. And itโs about more than price… New analysis of global CPG companies reveals a striking pattern. While most are increasing prices, only some are growing volume. European companies are managing to expand while U.S. firms are stuck in a pricing-only lane. Whatโs working? Successful brands are moving beyond functional value.…
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UMICH Consumer Sentiment Index
Lower consumer sentiment isnโt the end of growth. But it is a signal to adapt. The University of Michigan’s November sentiment index came in at 50.3. Thatโs barely above where we stood in 2022, despite a year of recovery headlines. What does that mean for brands? It means consumers are preparing to spend less. And…
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Introducing Unlimited Creative Testing
Creative testing has been broken for years. Well, not entirely broken but we can certainly make it better. Most creative testing is too slow, too expensive, or too disconnected to help shape the actual work. So testing gets skipped, and campaigns go live without enough proof theyโll perform. ๐๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ฒ ๐๐ฎ๐๐ด๐ฒ ๐๐ gives teams a better…
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New Creative Development Workflow
Testing shouldnโt be a checkpoint. It should be part of the creative process. Too often, testing happens too late, after creative decisions are made and budgets are spent. With ๐๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ฒ ๐๐ฎ๐๐ด๐ฒ ๐๐, that workflow shifts. Now you can test ideas early, at storyboard or animatic, and see what connects within minutes. Then refine, retest, and…
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Growth Navigator 1
Whenโs the last time your brand strategy got a true reset? Every few years, even the best brands need a moment of strategic clarity. We helped one major snack brand do just that. The marketing team had no shortage of data. But they were stuck. Everything pointed backward. So we led a full brand strategy…
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Growth Navigator 2
What would your brand strategy look like if it started with the truth instead of assumptions? Every brand has siloed data. But very few have a clear, unified strategy. Thatโs where Growth Navigator comes in. It helps align what truly matters. First, we identify the consumer truth. How people think, behave, and perceive the category.…
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Giving Finance Confidence in Marketing’s Promises
Want marketing and finance on the same page? Start with preference. Too often, marketing and finance feel like theyโre speaking different language. Finance wants to know: ๐ฉ๐ฐ๐ธ ๐ธ๐ช๐ญ๐ญ ๐ต๐ฉ๐ช๐ด ๐ช๐ฏ๐ท๐ฆ๐ด๐ต๐ฎ๐ฆ๐ฏ๐ต ๐ช๐ฎ๐ฑ๐ข๐ค๐ต ๐ต๐ฉ๐ฆ ๐ฃ๐ฐ๐ต๐ต๐ฐ๐ฎ ๐ญ๐ช๐ฏ๐ฆ? Thatโs where preference becomes the bridge. Thereโs a quantifiable relationship between preference, share, revenue, and profit. If you can show how…
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Brand Advantage Tracking
Constant tracking creates constant confusion. Always-on tracking sounds great until you’re buried in meaningless fluctuations. ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐ฑ๐๐ฎ๐ป๐๐ฎ๐ด๐ฒ ๐ฑ๐ผ๐ฒ๐ ๐๐ต๐ถ๐ป๐ด๐ ๐ฑ๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐๐น๐. We donโt chase weekly numbers. We focus on the moments that matter. We build tracking around decision points. That way, you have the sample size and structure to make confident decisions. No more asking if…
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๐ฌ See MSWโs Creative Gauge AI in Action โ 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…