Resources Library by ANA

How brands blossom in an increasingly complex world of choice

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty.The author asserts that the very tools and technologies contributing to brand loyalty erosion can be used to...

Catalogue: Brandmatters 2006

Author: Lisa Leckie

February 8, 2006

Powerful brands

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go...

Catalogue: Brandmatters 2006

Authors: Andrea Wilson, Roz Calder

Companies: NeedScope International Ltd., KANTAR TNS Malaysia

February 8, 2006

Marketing beyond the monkey

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.In today's world of over-abundance of stuff, media and messages, brands...

Catalogue: Brandmatters 2006

Authors: Charles Skinner, Christophe Fauconnier

Company: Ipsos MRBI

February 8, 2006

Towards the evolutions and revolutions in future research

This paper proposes a social networking and Action Research approach to futures research in a time of transformative paradigmatic change. It is the underlying thesis of this paper that this situation calls for hybridization of methods from different...

Catalogue: Brandmatters 2006

Authors: Marco Bevolo, Nick Price

Company: Philips International

February 8, 2006

Effective and confident communication in crisis situations

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief.The study comprised responses to...

Catalogue: Global Healthcare 2006

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Daniel Moskowitz

February 6, 2006

Piloting the storm

The threat of being permanently tagged as a model of social irresponsibility haunts the pharmaceutical industry in emerging markets like Brazil.For different reasons the conditions to put the performance of the industry at center-stage are gradually...

Catalogue: Global Healthcare 2006

Author: Fabián Echegaray

Company: Market Analysis

February 6, 2006

Semiotic codes in the pharmaceutical industry

This paper looks at how trust, authority and science is currently 'communicated' in the pharma and other sectors.Semiotic analyses show how it is possible to leverage certain codes in order to build different types of trust relationships with...

Catalogue: Global Healthcare 2006

Author: Diane Fox-Hill

February 6, 2006

Building a healthcare buzz

In this paper BuzzMetrics reviews findings from analyses of online consumer buzz for two sets of promising drug therapies.The therapies with pre-approval buzz experienced an enormous increase in discussion among relevant online communities versus...

Catalogue: Global Healthcare 2006

Author: Lydia Worthington

February 6, 2006

Calculating the eROI for pharmaceutical websites

This paper seeks to provide some evidence on the return on investment of a website (e-ROI) using a longitudinal web survey methodology.Using data from 459 respondents, the results show that almost two out of three site visitors consult a doctor after...

Catalogue: Global Healthcare 2006

Authors: Christophe Vergult, Fonny Schenck, Niels Schillewaert

February 6, 2006