The story of brands, and how to tell it.
Sooner or later, anyone needing to mine the lowest of the low-down on brands comes to Millward Brown’s BrandZ, the largest brand equity study in existence.
But the interface had become old, tired and laborious in places. So for the benefit of all WPP agencies, Millward Brown created StoryTeller to bring new scope to the understanding of consumer brand relationships, and to reinvigorate BrandZ.
From a bank of brand equity research StoryTeller generates insights complete with automated commentary and interactive data visualisation. Another way of saying that you can create reports to your own specs with the sophistication of bespoke deep-dive research projects, but in this case, in an instant.
StoryTeller teams up several of Millward Brown’s capabilities: the groundbreaking research of their ‘Meaningfully Different’ brand equity framework; powerful analytics and automated modelling with their expanded BEAST software; data visualisation with commentary from experienced brand consultants.
The new BrandZ with StoryTeller as the main delivery mechanism launched in June, this year. An early comment comes from Mark Truss, Director of Brand Intelligence, JWT ‘I love the principles of StoryTeller and the simplicity of the new equity model’.