Category: Whitepaper
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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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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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The Funnel Advantage
The Purchase Funnel is growing up. Let’s put it to work for your brand. The Purchase Funnel is a fundamental document for every company. It provides a common language that explains how each function contributes to the total business objective.
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Chart of The Week; Creative Gauge AI™ – Fast Food Category Analysis
In today’s fast-paced advertising landscape, brands and agencies face growing challenges in testing and optimizing creative content effectively. Traditional methods of ad testing are slow, costly, and often yield limited, subjective insights. MSW’s Creative Gauge AI™ revolutionizes this process by providing an AI-driven solution that delivers instant, data-backed evaluations of creative effectiveness.
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Proof That Achieving Double-Digit Brand Growth is Possible
MSW’s Brand Growth Framework™, Customer Commitment Preference™ measure and Brand Relationship Analysis™ plus other proprietary brand growth analytic tools, are proven to help clients improve KPI brand performance significantly.
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Designing a Tracking Study
The first step in designing a tracking study is to identify what your goal is and what you want to do with it. Do you need a Brand Equity, Brand Health, or Advertising Tracker? Or some combination? So let’s first define each… Some researchers lump Brand Equity and Brand Health into the same bucket but…
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Creative Gauge AI™ A game changer that resets all your expectations for advertising research.
The advertising, advertising research and broader marketing research industries are increasingly turning to artificial intelligence (AI) to enhance efficiency, reduce costs, and improve the accuracy of creative evaluations. AI-driven tools promise to revolutionize ad testing by providing rapid insights and eliminating traditional research bottlenecks. However, AI in advertising research has faced significant challenges, including concerns…
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Advertising That Creates Memorable, Laughter-Inducing Connections
When 9/11 happened we turned off advertising, upon its return humor in ads was substantially lower. The economic meltdown in 2007 led to a continued reduction in the use of humor. Covid led to a further decline in its usage, and its use has continued to wane. Great advertising not only moves sales in the…
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We Don’t Make the Models You Use… We Make the Models You Use Better
In the world of brand data analytics, models are expected to provide consistent predictive, decision-support to grow the business. Traditional models often fall short of delivering the full potential they promise. They lack the ability to ask the right questions, suffer from incomplete and inaccurate data, and fail to provide insights that drive the full…
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Addressing Today’s Marketing Challenges— A Predictive Brand Growth Marketing Model
All marketing is built upon mental models (conceptual frameworks that allow humans to make sense of the world) that explain how marketing works and inspires and guides action. Many mental models are not explicitly stated, and this leads to confusion when different members of the marketing team have different models. In our experience, companies that…