Mindblown: a blog about philosophy.
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80% of new product volume is driven by just 0.7% of shoppers!
Did you know that only 0.7% of shoppers are driving 80% of new product volume for the first year? And that among those trying a new product in the first six months, only 11% continue to buy the product after a year? 1 These Catalina study findings1 just further emphasize how important new product launches can…
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Surpassing the Norm – Better Approaches to Providing Meaningful Context – Part II
In Part I of this blog series, we examined some of the practical issues with the use of standard normative data for providing context for advertising research. While having the global databases and expertise to provide traditional database averages as the situation warrants, MSW●ARS also offers approaches to the question of context that avoid the issues…
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Surpassing the Norm – Better Approaches to Providing Meaningful Context – Part I
Context is important. Consider the story of little Johnny, just returned from school with a test paper for his father to sign. “Hi Dad, could you please sign this for me,” Johnny said uncertainly, handing the paper to his father. “Mm, a 75 huh,” Dad said thoughtfully pursing his lips, “what was the class average?”…
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MASB’s Game Changing Brand Investment and Valuation Project – Part II
In Part I of this blog series we discussed ten technical characteristics of brand preference which made it suitable for adoption into market research tools. But just because something can be done doesn’t mean it should be done. In fact, one of the issues identified early on by Marketing Accountability Standards Board (MASB) was that the…
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MASB’s Game Changing Brand Investment and Valuation Project – Part I
How much is my brand worth in financial terms? How much will my marketing grow its value? Despite their seeming simplicity, these two questions have frustrated brand practitioners for decades. It is well accepted that there is a link between brand building activities and corporate profits. After all, the entire field of marketing is based…
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It Made Me Laugh, It Made Me Cry – But Did It Make Me Buy?
Due to his Vulcan upbringing, Star Trek’s Mr. Spock was known for his ability to detach himself from emotion and arrive at decisions from a purely logical standpoint. As for the rest of us – not so much. Humans are emotional creatures. We may diligently do our homework in gathering the facts – fuel economy,…
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Don’t Be Fooled, Ad Wearout Is Real!
One of the most persistent point-of-view requests we get from clients concerns wearout of their advertising. Why; because ads are expensive to produce and media is costly. What we would all like to hear is that ads don’t wearout and that they will continue to drive brand sales at the same rate regardless of the…
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Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand
Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand With a purchasing power estimated to reach 1.5 trillion this year, the U.S. Hispanic segment has become a key target for many advertisers. With our studies proving that Hispanics tend to be more responsive to advertising than their non-Hispanic counterparts in terms of…
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Clarity or Contempt: What Does Familiarity Breed? A Look at Branding Cues
A continuing advertising campaign can bring instant recognition to a brand’s communications. In an era in which consumers are drowning in commercial messaging and in which a thirty second advertisement is considered long, this could certainly be considered a benefit. However, we are all familiar with the adage “familiarity breeds contempt”. Can a continuing campaign…
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Online Video’s Growing Importance in The Media Mix
In our previous posting on “How to Turn the Cord Cutting Trend into an Advantage”, we outlined how substantial video viewing time has migrated to internet-based platforms. This growth of online video has created new levels of complexity and uncertainty in the media buying and placement world, but also has brought new opportunity to those…
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