Décryptage et actualité de la vie des marques - PAR MILLWARD BROWN

L’Oeil de l’Expert

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All you need is love… really?

Why brands are under pressure to be useful Dear Brands, you are under pressure. Of course you still need brand love, but it’s no longer enough to be ...

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From consumer loyalty to loyal brand

It has never been easier to be unfaithful to a brand. There is widespread mistrust of big business, personalized targeting is on the rise, and there is pub...

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The role of emotion in effective ads

Before discussing the role of emotions in advertising effectiveness and how to generate them, it is important to go back to the definition of emotion. Inde...

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Can data make us blind to insight?

As powerful as it is, data creates two illusions : that we have control, and that we have a global view of a situation. But it’s a little m...

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