Tag: CCPersuasion
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The Use of Humor in Video Advertising
Humor is a commonly used technique in video advertising. In fact, some advertisers use humor in nearly all the commercials they run. Humor allows agencies to be creative and viewers enjoy being entertained. But of course, the purpose of a video ad is to promote the featured brand. Advertising legend David Ogilvy cautioned against the…
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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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| 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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Chart of The Week – Athletic Shoes
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. In the coming weeks our Chart of The Week will be dedicated to sharing RDE results for a variety of categories. If you have questions about your category…