Tag: Video Blog
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Governance & the Operating Rhythm
Great systems fail when decision rights are ambiguous. A pragmatic governance model assigns ownership for three loops: 1๏ธโฃ ๐ง๐ต๐ฒ ๐ ๐ฒ๐ฎ๐๐๐ฟ๐ฒ๐บ๐ฒ๐ป๐ ๐๐ผ๐ผ๐ฝ (fielding, quality, and technical stewardship) 2๏ธโฃ ๐ง๐ต๐ฒ ๐๐ฒ๐ฎ๐ฟ๐ป๐ถ๐ป๐ด ๐๐ผ๐ผ๐ฝ (diagnosis, synthesis, and narrative building) 3๏ธโฃ ๐ง๐ต๐ฒ ๐๐ฒ๐ฐ๐ถ๐๐ถ๐ผ๐ป ๐๐ผ๐ผ๐ฝ (action ownership, budget routing, and accountability) โค Quarterly reviews focus on a small set of movements…
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Premiumization
The premiumization gap is growing. And itโs about more than price… New analysis of global CPG companies reveals a striking pattern. While most are increasing prices, only some are growing volume. European companies are managing to expand while U.S. firms are stuck in a pricing-only lane. Whatโs working? Successful brands are moving beyond functional value.…
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UMICH Consumer Sentiment Index
Lower consumer sentiment isnโt the end of growth. But it is a signal to adapt. The University of Michigan’s November sentiment index came in at 50.3. Thatโs barely above where we stood in 2022, despite a year of recovery headlines. What does that mean for brands? It means consumers are preparing to spend less. And…
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Introducing Unlimited Creative Testing
Creative testing has been broken for years. Well, not entirely broken but we can certainly make it better. Most creative testing is too slow, too expensive, or too disconnected to help shape the actual work. So testing gets skipped, and campaigns go live without enough proof theyโll perform. ๐๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ฒ ๐๐ฎ๐๐ด๐ฒ ๐๐ gives teams a better…
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New Creative Development Workflow
Testing shouldnโt be a checkpoint. It should be part of the creative process. Too often, testing happens too late, after creative decisions are made and budgets are spent. With ๐๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ฒ ๐๐ฎ๐๐ด๐ฒ ๐๐, that workflow shifts. Now you can test ideas early, at storyboard or animatic, and see what connects within minutes. Then refine, retest, and…
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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. Thatโs 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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Brand Advantage Tracking
Constant tracking creates constant confusion. Always-on tracking sounds great until you’re buried in meaningless fluctuations. ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐ฑ๐๐ฎ๐ป๐๐ฎ๐ด๐ฒ ๐ฑ๐ผ๐ฒ๐ ๐๐ต๐ถ๐ป๐ด๐ ๐ฑ๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐๐น๐. We donโt 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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Brand Building Isnโt Dead. Itโs More Important Than Ever.
An email about an upcoming marketing conference landed in my inbox. One line stopped me cold: They saidโฆ โ๐๐ฐ๐ฏ๐ฆ ๐ข๐ณ๐ฆ ๐ต๐ฉ๐ฆ ๐ฅ๐ข๐บ๐ด ๐ฐ๐ง ๐ฃ๐ณ๐ข๐ฏ๐ฅ-๐ฃ๐ถ๐ช๐ญ๐ฅ๐ช๐ฏ๐จ ๐ด๐ต๐ณ๐ข๐ต๐ฆ๐จ๐ช๐ฆ๐ด ๐ฅ๐ฆ๐ด๐ช๐จ๐ฏ๐ฆ๐ฅ ๐ต๐ฐ ๐ค๐ณ๐ฆ๐ข๐ต๐ฆ ๐ญ๐ช๐ง๐ฆ๐ญ๐ฐ๐ฏ๐จ ๐ญ๐ฐ๐บ๐ข๐ญ๐ต๐บ.โ Wow! Letโs be clear, that is completely wrong! The idea that brand building is outdated or obsolete doesnโt line up with the evidence, or with…
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๐ How Accurate Are Your Ad Evaluations ๐
Evaluating the success of your ads is tough, especially with so many moving parts. But Creative Gauge AIโข makes it simple, fast, and affordable. We tested 20 fast-food ads, and the findings were eye-opening: โข Ads with strong emotional connections were more effective overall. โข But ads that didnโt clearly link back to the brand…
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Is Your Creative Testing Too Slow? Hereโs a Game-Changer!
If youโre still relying on traditional ad testing methods alone, youโre likely wasting valuable time and resources. Hereโs why: traditional testing is slow, expensive, and while still appropriate in some situations itโs not the answer anymore for the vast majority of assets you create. Thatโs where MSWโs Creative Gauge AIโข steps in, revolutionizing how we…