Mindblown: a blog about philosophy.
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Growth Navigator 1
When’s the last time your brand strategy got a true reset? Every few years, even the best brands need a moment of strategic clarity. We helped one major snack brand do just that. The marketing team had no shortage of data. But they were stuck. Everything pointed backward. So we led a full brand strategy…
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Growth Navigator 2
What would your brand strategy look like if it started with the truth instead of assumptions? Every brand has siloed data. But very few have a clear, unified strategy. That’s where Growth Navigator comes in. It helps align what truly matters. First, we identify the consumer truth. How people think, behave, and perceive the category.…
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Giving Finance Confidence in Marketing’s Promises
Want marketing and finance on the same page? Start with preference. Too often, marketing and finance feel like they’re speaking different language. Finance wants to know: 𝘩𝘰𝘸 𝘸𝘪𝘭𝘭 𝘵𝘩𝘪𝘴 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵 𝘪𝘮𝘱𝘢𝘤𝘵 𝘵𝘩𝘦 𝘣𝘰𝘵𝘵𝘰𝘮 𝘭𝘪𝘯𝘦? That’s where preference becomes the bridge. There’s a quantifiable relationship between preference, share, revenue, and profit. If you can show how…
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Brand Advantage Tracking
Constant tracking creates constant confusion. Always-on tracking sounds great until you’re buried in meaningless fluctuations. 𝗕𝗿𝗮𝗻𝗱 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝗻𝗴𝘀 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗹𝘆. We don’t chase weekly numbers. We focus on the moments that matter. We build tracking around decision points. That way, you have the sample size and structure to make confident decisions. No more asking if…
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Auto Insurance CES
Background The MSW Creative GaugeTM AI service evaluates the sales potential of advertisements of different formats based on the content profile of the ad itself. Results are typically available within minutes, making this low-cost tool ideal for applications such as competitive testing, concept screening, early-stage evaluation and landscape analysis. Automobile insurance is a fiercely competitive…
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🎬 See MSW’s Creative Gauge AI in Action – Video Demo
Curious how your creative will perform before you spend on media or A/B testing? In this short video demo, one of our users will walk you through how Creative Gauge AI worked for them. this AI driven analysis tool evaluates an actual piece of creative, identifies what to fix, and shows how those changes improve…
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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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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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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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🚀 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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