UM launches new ‘Full Colour Media’ proposition and philosophy

UM worldwide is making their presence known in the Sri Lankan market through their affiliation with The Insight Hive (Pvt) Ltd, headed by Marcom Specialist Peter Solomon.

By introducing a new set of practices, tactics, and products across UM’s global network, Full Colour Media hopes to revolutionise the way marketers build brands in the AI era and encourage a growth mindset across the entire organisation.

To find out how different networks of brand associations and behaviors—known as “Brand Patterns”—drive brand growth, which is defined by purchase intent and consideration, UM collaborated with Felipe Thomaz, an associate professor of marketing at the University of Oxford’s Saïd Business School, to analyse a dataset of over 10,000 brands over the previous three years.

According to the report, brands are more than just funnel-based; they are intricate, unique, and distinguishing patterns. The “3-Vs,” or the interdependency and synergy of measures across three essential components, give each brand a unique, nuanced pattern.

When examining whether brands were utilizing effective go-to-market strategies, it was observed that, despite each brand having its own distinct pattern, many tended to rely on similar media strategies. This indicates that they may not be fully leveraging their unique Brand Patterns. Research suggests that Brand Patterns could offer marketers valuable new insights.

These deep brand and category insights will allow UM to evolve the way they help clients, drive growth for their brands. It provides a multi-dimensional understanding of how a brand is performing within the context of its category, its key growth drivers and its place within the wider cultural spectrum. This will enable UM to build the nuanced solutions that will help to grow that brand elevating UM clients’ media above the mean.