Tag: Brand Preference
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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 The idea that brand building is outdated or obsolete doesn’t line up with the evidence, or with…
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🚀 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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🎯 The 3 Drivers of Brand Choice – Revealed
Why do consumers prefer one brand over another? We ran a landmark study across 12 categories and over 30,000 evaluations to find out. The answer? Three core perceptions that consistently explain Brand Preference: • 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 – “This brand is for someone like me.” • 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲 – “This brand stands out.” • 𝗔𝗱𝘃𝗼𝗰𝗮𝗰𝘆 – “I’d recommend…
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Troubled Skies: The Growth of Southwest
Good morning, LinkedIn! Today, July 25th, marks the end of an era in the airline industry. The low-cost business model pioneered by Southwest Airlines since 1971, is coming to an end. ⁍ Reflecting on our report from a year ago, we observed Southwest’s resilience as preference grew, even after a major system failure that stranded…
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| Chart of The Week | Bud Light – Troubles Continue
In April of 2023, Bud Light beer ran a social media promotion featuring transgender personality Dylan Mulvaney. The video promoting Bud Light appeared on Mulvaney’s Instagram account and set in motion a boycott of the brand in the U.S. by conservatives, famously promoted by Kid Rock sharing a video of himself shooting up cases of…
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| Video Blog | How MSW’s Creative Effectiveness Score Works
Creating impactful ads is crucial for brand growth. At MSW Research, our Brand Preference Measure has been the gold standard for over 50 years, accurately predicting sales outcomes. We’ve identified 150 creative content elements that influence Brand Preference and sales. Our AI tool identifies these elements in four key dimensions: emotional connection, rational appeal, brand…
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Troubled Skies – Why are budget airlines failing?
Troubled Skies – Why are budget airlines failing? By now everyone reading this will be aware of the major announcement that Southwest made on Thursday 7/25. The original version of this paper was written on Friday June 19th, nearly a week before Southwest announced changes to its 53-year-old business model. Airlines are always in the…
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| Video Blog | Auto Insurance – Who Cares?
Cutting back on advertising is a surefire way to lose market share in the auto insurance industry. People only think of auto insurance in two situations: → After an accident claim is poorly handled → When they receive a significantly higher bill for the next 6-month period In both cases, drivers start looking for alternative…
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| Video Blog | Focused Brand Strategy: Closing the Market Gap
Forget what you think you know about market dominance. In 2023, MSW Research looked at consumer behavior for 4 popular fast-food chains. Our findings revealed that McDonald’s commands an impressive 11% positive market gap. 🍔 But where do these customers even come from? People who prefer other fast-food brands but can’t get to them. Take…
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| Chart of The Week | Is Red Lobster Cooked? Yes, but there’s more to the story.
The MSW TBSM tracking service measures brand preference as one component of the survey. We collected Brand Preference data for the Casual Dining Restaurant category in both 2019 and 2023. Included in this competitive set is Red Lobster, which recently declared bankruptcy. This week’s MSW Research Chart of the Week looks at both Brand Preference…