Mindblown: a blog about philosophy.
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Delivering Predictive Brand Growth in an Age of Continuous Disruption
Introduction There once was a day when the equity and health of brands were stable. Brand teams could expect that the fundamental performance of the category and the competitive set changed little on a short-term basis. Category reviews and brand tracking research reinforced this perspective as the numbers typically saw limited, significant change on even…
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The Alternative to the Post-Cookie World – creative is king once again
Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies. Browser-level blocking, third-party ad-blocking apps, and new regulations like GDPR and the California Consumer Privacy Act (CCPA) are quickly relegating…
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MSW Published in The Journal of Advertising Research
The Journal of Advertising Research just published a terrific paper that MSW was proud to participate in, titled… Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review – Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart DOI: 10.2501/JAR-2020-011 Published 1 June 2020 ABSTRACT This article examines the effectiveness…
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Marketing During Times of Uncertainty
In times of uncertainty, economic, health or otherwise, many companies reduce or eliminate “discretionary expenses”. It’s very easy to say now is not the time to think about Marketing, put brand plans on hold and freeze all spending – cut research & development, cut new product introductions, and cut advertising spend. Are these prudent moves…
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| The Brand Strength Monitor / RDE – Chart of the Week | Facial Moisturizer
MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth. Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories. If you have questions about your category or want…
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| The Brand Strength Monitor / RDE – Chart of the Week | Chocolate Candy
MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth. Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories. If you have questions about your category or want your own…
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Do you measure your ads against norms? It’s time to count customers instead!
It is relatively standard in advertising research to compare the test ads to norms, prior results, and experience. And this is a significant limitation. Even the very best normative databases are flawed. In fact, there’s nothing “normative” about them at all. They lack sufficient representation of all the brands in a category, tend to over-represent…
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| The Brand Strength Monitor / RDE – Chart of the Week | Streaming Services
MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth. Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories. If you have questions about your category or want your own…
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| The Brand Strength Monitor / RDE Chart of the Week | Hotels
MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth. Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories. If you have questions about your category or want…
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| The Brand Strength Monitor / RDE – Chart of the Week | Credit Cards
MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth. Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories. If you have questions about your category or want your own…
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