Created to transform the manner in which marketers develop brands in the age of AI, <\/span>Full Color Media<\/span><\/a> signifies a new range of behaviors, methods, and offerings throughout UM\u2019s international network \u2014 integrating a growth-oriented mindset throughout the organization.<\/span><\/p>\n \u201cFull Color Media is an all-channel planning framework aimed at addressing the critical risk of brands becoming indistinct. It harnesses the power of human creativity in a landscape where AI\u2019s standardizing mechanism poses a threat not only to a race towards insignificance but also to a race towards mediocrity. To succeed in the growth competition for our esteemed clients, we require strategies that \u2018Stand Against Bland,\u201d stated Susan Kingston-Brown, Global Brand President, UM.<\/span><\/p>\n \u201cThis fresh methodology effortlessly merges the visibility of premium media impact with the vividness and diversity of smaller, in-depth touchpoints, establishing a spectrum of media narratives that unite to enhance brand growth,\u201d she added. \u201cIn a realm dominated by algorithmic media, it challenges outdated linear paradigms and binary decision-making to promote genuine \u2018difference\u2019 and brand expansion.\u201d<\/span><\/p>\n \u201cUM\u2019s Full Color Media is intended to assist our clients in standing out within a competitive landscape through pioneering concepts, media creativity, and an unyielding pursuit of innovations,\u201d remarked Tricia Camarillo-Quiambao, CEO, IPG Mediabrands Philippines and UM Business Lead. \u201cWe are thrilled to launch this audacious proposition and resist mediocrity, as we strive to future-proof our strategies and adapt to the changing demands of our clients and our sector.\u201d<\/span><\/p>\n Full Color Media is supported by a revolutionary body of tailored research on brand development in the era of AI. Conducted with over 10,000 brands and involving 5 million data points, the research culminated in a customized \u2018Brand Patterns\u2019 marketing theory and proprietary model created to enhance and distinguish brands.<\/span><\/p>\n UM\u2019s new model and research construct a clear comprehension of the intricate pattern of a brand, providing insights into how to effectively apply \u2018difference\u2019 and the \u2018variance\u2019 of that brand. This profound knowledge allows AI to learn more efficiently, thereby boosting marketing efficacy.<\/span><\/p>\n \u201cBefore we activate the AI capabilities, we must fully grasp what sets a brand apart so we can educate that AI to function effectively for us and make a Stand Against Bland,\u201d continued Ms. Kingston-Brown. \u201cBrand patterns allow us to comprehend the complexity, subtleties, and singularity of each brand \u2014 enabling us to elevate and differentiate them within their respective category \u2014 ensuring that our communications yield a disproportionately positive impact in the market.\u201d<\/span><\/p>\n The Research<\/span><\/b><\/p>\n In collaboration with Associate Professor of Marketing<\/span> Felipe Thomaz, Sa\u00efd Business School, University of Oxford, UM <\/span>evaluated a dataset of over 10,000 brands over the past three years to ascertain how unique networks of brand associations and behaviors termed \u201cBrand Patterns\u201d facilitate brand growth, measured as Purchase Intent and Consideration.<\/span><\/p>\n The findings indicated that <\/span>brands do not merely follow a funnel approach but rather exhibit intricate, unique, and distinguishing patterns. Each brand possesses its own distinct, nuanced pattern influenced by the interdependence and synergy of metrics across three<\/span> fundamental components, the \u201c3-Vs\u201d:<\/span><\/p>\n \u201cAs we explored whether brands were employing suitable go-to-market strategies, it became apparent that although every brand has distinct patterns, they frequently utilize similar media strategies, thereby failing to maximize their Brand Pattern,\u201d noted Mr. Thomaz. \u201cOur research suggests that Brand Patterns can furnish marketers with fresh insights to illuminate their unique pathway to brand expansion.\u201d<\/span><\/p>\n Brand Pattern Growth Model & Key Insights<\/span><\/b><\/p>\n By examining unique patterns and relationship drivers within the data set, structural modeling techniques were employed to develop the quantified Brand Pattern Model.<\/span><\/p>\n \u201cWith the current level of computational capabilities and data accessibility, there is a remarkable chance to advance beyond simplified marketing models like the funnel,\u201d <\/span>declared Dan Chapman, Global Chief Strategy Officer, UM<\/span>. \u201cWe require a model that embraces complexity and leverages pattern recognition to define and quantify each brand’s unique nature. Our discoveries show that comprehending and capitalizing on what differentiates a brand is the leading driver of brand growth. This will gain even more significance as AI becomes increasingly prevalent.\u201d<\/span><\/p>\n The model <\/span>articulates the connections between the 3-Vs and their subcomponents, predicting key drivers of brand growth while considering the multiplier impacts among brand metrics. For instance, when Vibrancy metrics consistently functioned positively, Visibility metrics exhibited exponential performance. In many situations, \u2018earned\u2019 acted as a catalyst.to enhance \u2018paid\u2019 media efficiency.<\/span><\/p>\n \u201cThese profound category insights enable us to analyze any brand and evaluate not just its primary growth drivers, but also its interplay within its category and the broader cultural context. Subsequently, we can devise tailored solutions to enhance that brand and ensure it resonates more powerfully in the marketplace,\u201d states Mr. Chapman.<\/span><\/p>\n <\/p>\n Spotlight is BusinessWorld\u2019s sponsored feature designed to help advertisers amplify their brand and engage with BusinessWorld\u2019s audience by showcasing their narratives on the BusinessWorld Web site. For further details, send an email to online@bworldonline.com<\/a>.<\/em><\/p>\n Connect with us on Viber at https:\/\/bit.ly\/3hv6bLA<\/a> to receive more updates and subscribe to BusinessWorld\u2019s publications for exclusive content available through www.bworld-x.com<\/a>.<\/em><\/p>\n\n
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In examining diverse geographies, industries, and brands, the study revealed fundamental insights, which include:<\/span><\/p>\n\n
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\u201cWhat I appreciate most about Full Color Media is that it\u2019s entirely driven by our team; their profound understanding of human behavior and remarkable ability to extract insights from data and their surroundings. This synergy of human intellect and data enriches our approach, transforming ordinary interactions into unforgettable, vibrant experiences,\u201d concludes Ms. Kingston-Brown.<\/span><\/p>\n
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