Showing 161-170 of 209 results:

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  Brand Strategy, Creative Efficacy

  Has Woolworths Provided an Advertising Masterclass in the Power of Distinctive Brand Assets?

  According to new advertising analysis from Forethought, the supermarket giant’s ‘Today’s Fresh Food People’ campaign proves the necessity of leveraging distinctive brand assets , with close to 9 in 10 Australian consumers connecting the ad to their brand following a test.

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  Analytics

  Forethought Mind and Mood Pulse - October 2021

  Following our two most populated states hitting their 80% double vaccinated targets, many Victorians and New South Welsh-folk now plan to take advantage of their newly permitted freedom of movement - however this is not the case for the rest of Australia

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  Creative Efficacy

  Woops! We Forgot to Define Value!

  Forethought Executive Chairman Ken Roberts discusses the importance of the value chain approach for guiding effective marketing communications.

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  Brand Strategy, Creative Efficacy

  Classic Case: How One Beer Brand Scored a Touchdown Against the Competition – Part One

  While Super Bowl advertising is famously leveraged by marketers to drive brand awareness, this two-part classic case study explores that an evidence-based utilization of both rational and emotional drivers of consumer choice during the NFL’s showpiece was the framework to begin revitalizing a brand in retreat.

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  Brand Strategy

  7 Steps to Accelerate Your Brand Building and Sales Performance

  The most effective advertising incorporates both brand-building, coupled with an ‘activate-now’ (sales) response stimulus. Two jobs, one communication strategy.

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  Brand Strategy, Creative Efficacy

  Classic Case: How One Beer Brand Scored a Touchdown Against the Competition - Part Two

  In part one Forethought revealed in 2011 that Bud Light was the top performing brand on the key emotional drivers of light beer purchase, including Happiness – and now we consider did their Super Bowl advertising amplify the brand’s performance on the emotions driving choice? Or did it damage it?

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  Brand Strategy

  Client Success Story: Challenger Bank Outperforms Competitors by Focusing Communication on the Drivers of Choice

  In a market dominated by four behemoth banks that collectively control market share, a challenger bank brand set about to disrupt its larger competitors

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  Analytics

  Forethought Mind and Mood Pulse Australia - November 2021

  Intentions to travel continued to rise in November, but consumers still predict COVID (or now even omicron) related barriers may interrupt their plans – will this limit potential bookings of flights, accommodation and other tourism sector spending despite increasing interest?

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  Brand Strategy

  Marketers - Stop Feeling Dirty About Being Cheap

  Value for money is the best performing, non-financial lead indicator of consumer choice and it should be the single greatest pursuit of every marketer to lead their category on that metric.

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  Analytics

  Forethought Mind and Mood Pulse Australia - January 2022

  The Forethought January 2022 Mind and Mood pulse report has found declines in attendance at restaurants, cafes, pubs and other Hospitality venues, while COVID-related Travel concerns rise.