《强势品牌如何赚更多的钱-大数据》 .pdf
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1、 In this edition Volume 6, Issue 3 Ad Research Faces the Future The Meaningful Brand - Read an advance excerpt Point of View Book excerpt Video Content Published Articles Knowledge Points Smartphone Wars: Swapping Strategies, Winning Consumers The Value of Modern Targeting Approaches What Marketers
2、Are Learning From Neuroscience and More Does Humour Make Ads More Effective? How Big Data Liberates Research The Unbearable Lightness of Brand A Focus on Brand Building Makes UK Businesses Stand Apart Digital Is Powerful. Handle with Care Corporate Citizenship, Why Brands Are Taking Action Repurposi
3、ng TV Ads for Effective Online Use Creative Quality in Mobile Matters More than Ever Acknowledgements The world of marketing is infinitely more complex than it was when I started my career over three decades ago; that much is indisputable. But the essential process by which marketing builds a brand
4、and adds value to a business has not changed. Why? Because human nature has not changed. And that means the potential to build strong, valuable brands is as great now as it was thenperhaps even more so. In spite of this continuity, the value of marketing as a practice is under greater scrutiny today
5、 than ever before. Marketers are constantly asked to prove their return on investment and to do more with less. My own observations suggest that instead of rising to the challenge, the marketing profession is shooting itself in the foot. At a time when brands are more valuable than ever, bought and
6、sold for many times their annual revenues, we are losing sight of what makes brands enduring, valuable A Crisis of Confidence in Marketing An excerpt from “The Meaningful Brand” By Nigel Hollis Share Buy the Book Publisher: Palgrave Macmillan Available October 22, 2013 A Kindle iBooks Barnes insight
7、 from colleagues with specialist knowledge in neuroscience, brand equity research, and brand valuation; and analysis of the worlds largest brand equity database, BrandZ. Since 1998, Millward Brown has interviewed people around the world about their attitudes toward brands, and the database now inclu
8、des data on over ten thousand brands from over two hundred product categories and over 40 different countries. In addition to these company resources, I have drawn on a number of other sources of information. Most important among these are our A Roadmap to Building Financial Brand Value From The Mea
9、ningful Brand by Nigel Hollis. Copyright 2013 by the author and reprinted by permission of Palgrave Macmillan, a division of Macmillan Publishers Ltd. clients. Gordon and I have discussed the framework detailed in this book with some of the most experienced marketers in the world. We have used the V
10、alueDrivers workshop to explore specific brand issues in-depth for a wide variety of international clients, and in preparation for writing this book, I interviewed senior marketers in China, Brazil, Mexico, the United Kingdom, Switzerland, and the United States. Last, but not least, in order to illu
11、strate specific ways in which brands have created demonstrable value, I have drawn on case studies from the Institute of Practitioners in Advertising (IPA) and winners of the Effie Awards sourced from the invaluable Warc knowledge bank. Euromonitor has also proved a useful source of information on t
12、rends and market share data. By drawing on all of these resources, I aim not only to illustrate what makes a strong brand but also to document its impact on the bottom line. In the first third of this book, I will lay out our general knowledge about brands, specifically why and how they create value
13、 for consumer and brand owner alike. In the remainder of the book, I will condense that learning into a set of guidelines for generating financial value growth from any brand. A Kindle iBooks Barnes ultimately, these approaches yield the same results as more traditional measures. And as I have obser
14、ved before (initially in my November 2006 Point of View “Neuromarketing: Beyond the Buzz”), neuromarketings hardcore exotica simply dont operate at the scale and price point that are necessary in the day-to-day marketing world. Thus many practitioners have not seen the value of giving up on the vali
15、dation, norms, and benchmarks provided by established tools. And yet, having seen the possibility of tapping into consumers unmediated responses, they cant help but struggle with the nagging thought that they are missing some crucial insights. Fortunately, the mainstream research community now seems
16、 to be taking a new direction. We are seeing an explosion in the use of two approaches, automated facial coding and implicit association techniques, that directly measure unfiltered responses. By integrating these techniques into existing platforms, researchers are obtaining the rounded and holistic
17、 view they need to measure all facets of advertising response. As the only major research agency with a global neuroscience practice dedicated to bringing these tools to market, Millward Brown is observing this shift first-hand. What follows are the reasons why we think these methods are being embra
18、ced. CraCking the FaCial Code While the coding of facial expressions to measure immediate emotional and cognitive responses was first established in the 1970s, it was not suitable for scale application in advertising research until recently, when companies such as Affectiva developed accurate softwa
19、re to automate the process. In partnership with Affectiva, Millward Brown has integrated this approach into standard Link copy testing surveys. After participants give their consent, a webcam films their reactions as they watch an ad; their responses are then coded and analyzed against more consider
20、ed measures, yielding a full understanding of viewers immediate reactions and the consequences for ad effectiveness. SurpriSe! Men preFer a Sexy WoMan to a SMall Car A recent analysis of automotive advertising in the United States was refined and enhanced with the nuance provided by facial coding an
21、alysis. One of the ads researched was a spot for the Fiat 500 Abarth titled “Seduction.” In the ad, a man walks down the street and is distracted by the sight of supermodel Catrinel Menghia bending over in the road. Spotting him, she angrily remonstrates with him in Italian for looking at her. Then
22、she approaches him and, seductively stirring his coffee with her finger, whispers in his ear. As he leans forward for a kiss, she disappears, and he realizes that he was in fact looking at the Fiat 500 Abarth. The voice-over suggests that you will never forget the first time you see the car, and the
23、 ad ends with shots of the car in motion. Men, who tended to focus on the model and her seductive behavior, found the ad highly engaging and enjoyable, but only moderately motivating and relatively weakly branded. Women were less positive about the spot; some expressed concerns that the idea was dem
24、eaning and sexist. Facial coding helped clarify the conclusions by highlighting two key points. First, while women were less positive about the ad, they did find it funny, and they did like the sequence where the model catches the man looking and denounces him. Facial coding made it clear that conce
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