Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "branding"
- Consumer attention is difficult to capture, but emotional storytelling - rather than rational approaches to advertising - can dramatically drive brand growth and success.
- Apple Intelligence is not available to the public, but a new report claims some at the company believe its AI lags at least two years behind industry leaders. Internal studies at Apple show just how much ground Apple Intelligence needs to make up to reach ChatGPT's level, according to Mark Gurman, Bloomberg columnist.
- Brands can boost sales growth by working to reshape people's expectations amid the conditions - or context - in which people make choices.
- News coverage of the Bud Light firestorm received more than 11 million interactions during a nine-month period last year.
- Convenience and cost trump values for many consumers in the United States.
- The impact of social media investments on the performance of paid search campaigns has been a long-standing question for eCommerce advertisers. Many advertisers have mature paid search programs that demonstrate a high return on ad spend, but struggle to scale growth to other channels like social media, due to limitations in measurement systems, particularly direct attribution. William Mansmann, Director of Performance Analytics at Beeby Clark+Meyler, will share his approach that found a significant positive relationship between Meta spend and branded search impressions.
- Brand traits -- such as consumer loyalty, market share and brand penetration -- are responsible for 21% of incremental sales, up six percentage points since 2017.
- Liquid Death is at it again. This time they are drawing the attention of grandmas everywhere and microdosing them with 6g of sugar and 30mg of caffeine. The brand expanded to a new product category and became an Amazon #1 Best Seller in less than 24 hours. The Director of Digital Detail Retail, Natalie Cotter, discusses how Liquid Death took over the internet, broke Amazon, and murdered thirst with their new Iced Teas.
- Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing & Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
- Using its new "Test Your Idea" platform System 1 surveyed 500 people to evaluate the new X logo against the old Twitter logo and the logos of Reddit, Threads and Truth Social.
- Kantar's ranking of most valuable brands in the region highlights opportunities for global growth.
- Beverage brands such as Pepsi and Sprite showed the greatest resilience with rising values.
- Among traditional media companies, Walt Disney had the best reputation, with a ranking of No. 77.
- The "Stay Focused" brand platform is based on consumer research the company conducted into what consumers want from energy drinks, according to Nutrabolt CMO.
- The most abused brand last year was Microsoft, with more than 30 million messages using the software giant's name in a cyber attack.
- When your dough-wrapped ice cream brand challenges traditional taste, texture and even color profiles, it takes an all-screen approach to change minds. My/Mochi's fun and weird "Melt Your Mind Mouth" campaign used some of the largest DOOH inventory in the US to show and tell the unique texture and emotional experience of this snack, even its invented "Purpinkle" brand color. As My/Mochi's Former Managing Director and CMO, Russell Barnett, explains, the digital elements of its OOH and online strategy uncovered the potential for targeting dynamic situations, gaining massive off-line eye-share, and driving both digital and retail activity.
- While brands love to say they stand for the environment or diversity, consumers aren't listening. New research from GfK finds cause-driven messaging is not getting through.
- When ads appear on web pages that are less cluttered with advertising, consumers are more likely to see them.
- Reigniting interest in buffet-style dining in the last year has been a challenge across the fast casual category. Cicis is using it as an opportunity to energize the brand and enhance onsite customer experiences around food, entertainment, and restaurant design. Cicis Pizza's CMO, Stephanie Hoppe, shares what they've learned along the way about embracing Cicis' roots, driving adaptability, and cultivating an always-on optimization mindset to power a successful "Endless Pizzabilities" brand relaunch that bets big on experiences fueling Cicis' continued growth.
- Almost three quarters of consumers are willing to share personal data with brands they trust.
- As Grove Collaborative moved from a pure play D2C into broader retail presence, it had to test and learn its way into a more evolved omnichannel approach. Grove Collaborative's VP of Marketing, Samantha Howe, shares key learnings about the weaknesses of siloed D2C/retail teams and goals and how the brand built a fully integrated "internal agency" model. What did they learn about assigning different messaging and allocations, even choice of influencers, for different aims? What did they learn about useful testing, internal briefs and measuring success. And how does this emerging model point towards a different idea of what a CPG company is in a channel agnostic future?
- Who says Brand and lower funnel marketers can't play nice? In the world of Affiliates and Partnerships, not only is there a chance of playing nice, but there's also an option to create win-win strategies and tactics for everyone! As a lower funnel marketer, Big Island Coffee Roasters' Head of DTC, Kristina Smith, shows how these channels have given her the ability to help out her Brand colleagues and vice versa with some out of the box thinking to create new opportunities and results outside of traditional Brand and PR activity.
- From TikTok to TV, the fast growing telehealth brand is a case study of how healthcare marketing can test and learn across a wide range of channels to build and evolve a brand from a cold start. Nurx's Head of Growth Marketing, Nico Bryant-Aguilar, explores how the company erects a marketing flywheel grounded in patient feedback and fueled by data sources that not only drive creative but direct product development.
- Thinking more like a patient than a clinician opens a marketer's imagination to more engaging ways of depicting the healthcare experience. Few brands have been more entertaining and unconventional in focusing their patient outreach than Rodeo Dental. By focusing on outcomes and experiences, deploying jazzy editing and graphics, and shifting media spending away from TV and into social and search channels, Rodeo did more than grow brand and patient acquisitions. Rodeo Dental's Director of Growth Marketing, Dr. Richard Ly, shares how they were better able to measure the impact of their media spend and improve patients' relationship with the brand.
- Almost a fifth of people who abandoned a brand shared their displeasure on social media.
- Introducing a new brand can be daunting in today's ever-expanding video landscape. Ocean Media's SVP, Head of Media, Jared Lake, talks strategy of launching a brand campaign across multiple platforms, how consumers' consumption behaviors and GRP informed the media mix, and why certain channels didn't make the cut.
- While Eaglemoss might not be a high-profile brand, most visitors to the collectible e-commerce website will find at least one or two products that tug at the heartstrings (and purse strings!). Eaglemoss' VP of Global E-commerce & Marketplace, Imran Hassan, will discuss how NFTs fit into the equation, and why Snapchat is better than TikTok in reaching some customers? He'll also share his secret to having a highly user-friendly e-commerce site and how the company's media diversification and upper-funnel brand-building investments have paid off.
- Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers and non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether players are on or off the field.
- Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty CRM Manager, Liz Bowles Button of North Carolina Education Lottery, shared how they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the transient ticket purchase.
- As Insomnia Cookies sought to rebrand its late-night snacking model around new flavors and "Cookie-vation," they invented the "Cookie Lab" at their flagship location in Philadelphia. Nicole Geyer, Insomnia Cookies' Brand Manager, explains how the Lab became a genuine research site as well as a branding tool and even a tourist attraction. But it took a strategy - around everything from facility design to customer recruitment and data gathering. From leveraging invisible messaging to unforeseen uses of maple syrup, the lab has rendered more than a few surprising results.
