By David Pritchard
The goal of Brand Tracking has always been to provide a robust platform and structure for benchmarking brand health, a critical measure of business performance. Brand Tracking studies are routinely used as a barometer for measuring the impact of business activity – be that advertising, reputation or service. As a result of this, many such programmes have morphed into a bloated ‘jack of all trades’, often lacking sufficient detail from which to draw sensible conclusions.
by Mariane Cara and Ashley Mauritzen
The Rio Summer Olympic Games will take place in August 2016. The Games are a spectacle surrounded by strong symbolism, from their powerful governing ethos to strict built-in structures. The Olympic flame and five rings are iconic nonverbal cues that carry a strong relationship with the Games and their meaning-making process. When we see them, we know the Games are at hand. Yet the power of Olympic visual communications goes much further.
By Daren Poole
The rise of agile marketing will demand increasingly fast-paced creative development and execution. Researchers will be expected to provide advertisers with insight that allows them to make almost instant decisions to capitalise on opportunities to sway a consumer’s purchasing behaviour.