Meet the CIMMs; “Coalition for Innovative Media Measurement”. While Sims try to get through their daily virtual lives, CIMMs are 15 of the largest media and advertising companies trying to kickstart innovation of long-form video measurement across 3 screens; TV, internet, and smaller mobile devices.
Sep
10
Recent evidence from over 100,000 interviews in a tightly controlled experiment proves online research, using best practices, can produce results that equally or more accurate vs. RDD phone interviewing on a series of benchmarking questions and demographics.
Sep
1
Trust is the easier part of the branding equation. The harder part of branding-building is creating desire for YOUR brand. Brands are delisted by retailers not because of lack of trust but when they are viewed as redundant.
Aug
21
When are brand extensions a good idea?
In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment
Marketers want to use brand extension strategies as much as possible today because it is a more affordable way to introduce products but the key is having enough rocket fuel, i.e. brand equity, to get the rocket (i.e. brand extension) off the ground.