Mindblown: a blog about philosophy.
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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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| The Brand Strength Monitor / RDE Chart of the Week | Department Stores
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 and brand strength. Our ongoing Chart of the Week series is dedicated to sharing RDE and CCPreference® Brand Strength results for a variety of categories. If you have…
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| Chart of the Week | Smartphones
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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| Chart of the Week | Fast Food
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 – give us…
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Five Compelling Reasons to Measure Brand Preference
Frank Findley, Executive Director of the Marketing Accountability Standards Board (MASB) does a great job explaining the value and importance of measuring Brand Preference in this video titled; Five Compelling Reasons to Measure Brand Preference. All the data, examples and Brand Preference methodology that Franks refers to in this video are MSW’s measure of Brand…
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Validation: More Important than Ever!
More than 100 years ago, John Wannamaker was famously quoted as saying: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Only half? Fast forward 100 years, and many marketers still don’t know how much of their advertising is wasted. And with the myriad new methods for…
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| Chart of the Week | Automobile Insurance
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 Chart of the Week is dedicated to sharing RDE results for a variety of categories. If you have questions about your category – give us a call. RDE…
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