Archive

Archive for the ‘Uncategorized’ Category

| The Brand Strength Monitor / RDE – Chart of the Week | Facial Moisturizer

March 5th, 2020 Comments off

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.      

     

If you have questions about your category or want your own Chart of the Week – give us a call.      

     

This TBSM / RDE assessment among major Facial Moisturizer brands was taken among 750 women and led to the following insights:

 

 

  • Olay is the category leader in terms of both RDE Composite and brand preference.  It leads all other brands for each of the three RDE dimensions, with its lead being largest for Relevance and smallest for Differentiation.  Olay is particularly strong among women age 55+ in terms of both preference and RDE.
  • In general the category is emotionally driven, with the Emotion dimension being highest for all but one brand.
  • Both Aveeno and Neutrogena have very similar RDE profiles and Brand Preference levels, with Aveeno having a slight edge in Differentiation and Neutrogena a small lead in both Relevance and Emotion. as well as brand preference levels.  Both brands are more driven by medium to light category users versus most of the competition.
  • As luxury brands, both Clinique and Lancôme have somewhat higher brand preference levels than expected from RDE Composite, which is not uncommon for premium brands.  Both brands lag in terms Relevance in comparison to Emotion (especially for Clinique) and Differentiation (especially for Lancôme).  Both brands also fare well among younger, higher income and better educated women who are heavy users in the category.
  • L’Oreal and Cetaphil have very similar RDE profiles (L’Oreal is slightly stronger on all three dimensions), with the least variation between the three RDE dimensions.  However, Cetaphil is stronger among the 18-34 age segment while L’Oreal draws the most support from respondents age 35-54 and draws more support from higher income respondents than does Cetaphil.
  • The RDE composite is strongly related to brand preference in this category, with a correlation of 0.88

 

Categories: Chart of The Week, Uncategorized Tags:

| The Brand Strength Monitor / RDE – Chart of the Week | Chocolate Candy

March 5th, 2020 Comments off

MSW’s RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth.  Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories.

If you have questions about your category or want your own Chart of the Week – give us a call.

TBSM / RDE assessment among major Chocolate Candy brands was taken among 1,000 men and women. Out of eight brands tracked, the leaders for each of the three equity dimensions (Reese’s, Hershey’s and Godiva) were examined, leading to the following insights:

  • The Hershey Company’s eponymous chocolate brand leads all its competitors in terms of Relevance.  This is likely related to the company’s heritage, being founded in 1894, and wide array of Hershey’s branded chocolate products.  However, the brand is not perceived as different, particularly among older respondents.
  • Godiva is the leader in Differentiation.  While premium brands have a tendency to be perceived as different, Godiva outpaces the other premium chocolate brands included in our study (Ghirardelli and Lindt).  Godiva’s strong equity position, particularly in terms of Differentiation, is driven strongly by women, and preference for the brand is much higher among the more mature (age 55+) demographic.  However, as more of a niche, premium brand, Godiva lags behind the mass appeal brands in terms of Relevance.
  • Reese’s enjoys a fractional advantage over Hershey’s for category leadership on the Emotion dimension.  This emotional connection was likely built over time through clever and memorable advertising campaigns.  These ranged from early “Collision” ads (“Hey, you got peanut butter on my chocolate!”), through the tie in with the release of E.T. the Extra-Terrestrial and the long running “How do you eat a Reese’s?” campaign.  Reese’s shows strength in each RDE dimension, resulting in the category’s highest composite RDE score.
  • Reese’s leadership in RDE corresponds to its category leadership in brand preference, with Hershey’s the runner-up on both metrics.  Godiva leads the premium segment in terms of brand preference, thanks to its strength in terms of perceived Differentiation.

 

 

Categories: Chart of The Week, Uncategorized Tags:

MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit

February 20th, 2018 Comments off

News Release                                       FOR IMMEDIATE RELEASE

 

MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit

Lake Success, NY, February 15, 2018 – MSW-ARS announced today that their advertising research solution, TouchPoint has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance as established by the Marketing Accountability Standards Board (MASB).

Using TouchPoint MSW-ARS is able to measure, forecast and optimize advertising messages – for individual ads as well as full multi-execution campaigns across a variety of media types. The MMAP audit assessed the Touchpoint CCPersuasionâ metric against ten ideal characteristics, including relevance, predictability and objectivity.

According to MASB, “The MSW-ARS copy testing system, TouchPoint, provides quantitative prediction of the likelihood and magnitude of ad impact on future sales volume and market share.”

Allan Kuse, MASB Director and Advisor to the MMAP Center, noted, “CCPersuasion is the first metric to complete a re-audit after substantial methodological changes. Not only did the re-audit verify the results of their 2009 assessment, it documented additional capabilities such as capturing how price premiums impact advertising-driven brand choices.”

Tony Pace, MASB President and CEO, added, “We commend MSW•ARS Research for their on-going commitment to independent assessment and review. This newest assessment of CCPersuasion proves that marketing metrics can evolve with the changing needs of the industry without being compromised. The MMAP audit gives marketers confidence that the metrics they use continue to be both relevant and predictive over time.”

MSW-ARS’s patented measure of brand preference – CCPreference – also completed the MMAP audit in 2016.

Art Klein, Managing Partner of MSW•ARS said, “By submitting both our TouchPoint and CCPreference measures to MASB for audit, we are able to demonstrate independent validation and importantly, recognition of our measure as an exemplar.  MASB had already chosen to use CCPreference in their own extensive research culminating in their Brand Investment & Valuation Model. CCPreference has exhibited the strongest relationship to sales performance of all metrics reviewed by MASB in that research, explaining nearly 90% of variation in brands’ market shares.  This review built upon that work to verify the predicting of financial outcomes for advertising before launch.”

Doug Crang, Senior Director of Research at MSW-ARS added, “The MASB MMAP audit provided the opportunity to benchmark our TouchPoint copy testing system against the marketing industry’s most comprehensive and rigorous set of standards for marketing metrics, and we couldn’t be more pleased with the results.  The TouchPoint system’s criterion CCPersuasion measure is built on the foundation of the patented and previously audited CCPreference metric. In fact, CCPreference is a common metric running throughout the range of MSW-ARS solutions from early stage creative development through copy testing and creative and brand health tracking, providing marketers with a unique ability to better connect research from one stage of the advertising process to the next.”

About MSW-ARS, Inc.

MSW-ARS offers a product suite that evaluates, quantifies and optimizes the impact of advertising messages and campaigns comprised of any combination of touch points, including television, print, radio, outdoor and digital.  MSW-ARS helps marketers build brands by providing world class research solutions in the following areas: brand strategy, all stages of creative development from early concept to fully finished ads, campaign evaluation across all marketing and media channels, advertising and brand equity tracking, media planning and strategy, return-on-investment, and forecasting.  The company provides solutions and consulting to marketers across traditional and digital marketing including: media mix optimization, media budget allocation, media and message connection, channel selection, digital media and emerging platforms.

MSW-ARS has a roster of marquee clients representing virtually every product category, including: Consumer Packaged Goods, Retail, Financial Services, Telecommunications, Technology, Automotive, and Pharmaceutical industries.

About MASB, the Marketing Accountability Standards Board

MASB is an organization of top-tier marketers, measurement providers, industry associations and business academics devoted to establishing and advancing accountable marketing practices that drive business growth with tools like the MMAP Metric Catalog and the Continuous Improvement in Return Assessment. For more information, visit themasb.org or email info@themasb.org.