Category: Video Blog
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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 The idea that brand building is outdated or obsolete doesn’t line up with the evidence, or with…
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🚀 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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📊 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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What Fast-Food Ads Are Getting Right (and Wrong)!
Here’s a question for marketers: How well do you understand the effectiveness of your ads? If you’re unsure, you’re not alone. MSW tested 20 ads from top fast-food brands to uncover key insights into ad performance. The result? A lot of ads lack strong brand messaging, which means they’re missing a huge opportunity to connect…
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Is Your Creative Testing Too Slow? Here’s a Game-Changer!
If you’re still relying on traditional ad testing methods alone, you’re likely wasting valuable time and resources. Here’s why: traditional testing is slow, expensive, and while still appropriate in some situations it’s not the answer anymore for the vast majority of assets you create. That’s where MSW’s Creative Gauge AI™ steps in, revolutionizing how we…
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Marketing Model Explains Growth and Decay
We spend so much time chasing growth, but what about the factors that lead to brand decline? Our model explains both. ✔ It’s often not just about losing market share, but about how consumers’ needs evolve in fuzzy categories. ➤ At MSW Research, we’ve developed a predictive model that not only explains how brands grow,…
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Connecting Brand Strategy from Top Down to Bottom Up
For years, marketing insights were limited to large brands. BrandEdge now detects consumer behavior shifts across all market sizes. Nearly all marketing was driven from the top and executed at the bottom, with cost and time restricting consumer insights investments to mostly the corporate level. ➤ The belief that markets did not change quickly enough…
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The Power of Creativity to Build Brands
Creativity in brand building is more than just a catchy ad. We believe it’s the sum of every brand touchpoint. ⎔ True creativity extends beyond traditional advertising. It’s not a singular effort, but an iterative process that begins with strategic planning, followed by creation, refinement, performance tracking, and continual improvement. ⎔ It encompasses every…