Every beauty marketer knows the importance of names for brand identity. You hear ‘Bare Minerals’ and you think of pure, no-nasties makeup; you see ‘Glossier’ and images of dewy skin are conjured. The truth is, the most memorable brands understand that their titles and their offering should be symbiotic. After all, the name is often the first thing you learn about a brand or company.
This is certainly the case at My Market Insight. When we launched in 2005, we presented ourselves to the beauty industry as ‘My Market Monitor’. Back then, our name reflected our mission to lend a unique view of the media. We revolutionised beauty communications by collating data for the whole market, and analysed editorial mentions for all beauty brands that were mentioned within our print reading list.
Then, in 2015, we became My Market Insight. This lined up with the launch of the online, social and eTail elements of our service, seeing us spearhead beauty’s digital data. Our new name illustrated the fresh raft of insight we could offer our clients, and the strategic edge this would give their communications. Our service had evolved from Monitoring to Insight.
And, now, it’s time for a new iteration. As the industry continues to evolve, so too does the level of data and intelligence we’re able to provide the beauty world. As we journey into our next phase, we do so with ‘a new set of clothes’; a brand refresh. Today, My Market Insight becomes mmi Analytics.
mmi now stands for the three core services that we deliver to our audience:
- Monitoring: We monitor essential metrics for optimising earned media and influencer marketing strategies.
- Measuring: We measure critical success factors for optimising eTail conversion.
- Informing: We provide informed analysis and perspectives drawn from our beauty industry expertise.
As the global standard for beauty industry analytics, we equip brands with actionable intelligence that allows them to win in an ever-evolving territory. From the rise in prominence of eCommerce to the loudening TikTok boom, our new name encapsulates our commitment to meet brands’ changing data needs.
But, like the beauty brands we work with, our brand identity is more than just our name. It’s also the products, principles and culture that drive the mmi Analytics team. Our mission is to bring our clients F.A.C.T; four values that feed into everything we do. We promise to be Flexible, Authoritative, Creative and Transparent, while providing analytics that help brands grow.
And we’ll be growing, too. We are already launching new products and services, including Influencer Connect; an influencer identification and management add-on that helps you optimise your influencer marketing campaigns with ease.
If you’d like to find out more about mmi Analytics and our future plans for growth, you can contact us at firstname.lastname@example.org.