Ogilvy presents advice on increasing profit during a recession. It suggests tips on leveraging digital influence in a downturn by examining who wields the influence in the current climate and suggesti

Some companies see a recession as an opportunity for growth. This book is based on Ogilvy's experience of winners in recession together with research into best practice, in order to optimise productio

How to increase your profit when times are tough? We face one of the most challenging business environments for years. Some companies see a recession as an opportunity for growth. While competitors p

Virtually all businesses today are considering how they will make it through the current global financial crisis. For many of them, cost cutting is seen as the only viable strategy. This, in turn, tri

We face one of the most challenging business environments for years. Recessions caused by liquidity problems are particularly severe. This book is based on Ogilvy's experience of winners in recession

Virtually all businesses today are considering how they will manage through the global financial crisis. In this booklet, Ogilvy focuses on a variety of smart digital marketing options that are ideal

According to Simon Silvester, differentiation is vital to marketing but few companies ever measure it on their brands. As a result, brands are becoming the same as their competitors: clones of each ot ...

Customer satisfaction is an important objective in all areas of business and services. A key issue in today's design activities is to achieve customer satisfaction in an economical way by finding the ...

The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous

The development of effective retailing strategies that are sensitive to cross-cultural differences would seem to be of considerable importance to their success in the global marketplace. Building o

Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others. Within Britain, this is in many ways exacerbated by the prevalence of a

The Constant Sum Scale has been successfully tested to forecast election results in face-to-face surveys. As political polls are carried out using telephone surveys, there was a need to test the sc

The practice of brand tracking research has changed little in the past 30 years. Methodological advances in choice modelling, not typically applied to brand tracking, represent a potentially valuable

In this issue's Viewpoint, Patten Smith argues that there is a major divide in the kinds of knowledge held by survey experts in research agencies and in academia, and that this works to the detriment

Equal Exchange source, package, market and distribute fair trade, organic produce with a range of 67 SKU’s covering coffee and tea through to peanut butter and honey. Formed in 1979, Equal Exchange is ...

Working practices with plasterboard have remained unchanged for decades and accordingly there have been no breakthrough innovations in the associated market for cutting tools. Cutting and shaping of p ...

This is a paper about a long-established brand, Galaxy chocolate, and how its fortunes were transformed, both in the UK and internationally, by a long-term commitment to the use of design to drive gro ...

McClelland’s. A successful product, a quality serving, selling reasonably well globally, has a large following yet received little or no attention and was, to put it bluntly – badly dressed. The brand ...

Tower Hamlets’ recycling rate was the lowest of any London Borough and well below the national average. The ‘We Can Recycle More’ campaign aimed to improve Tower Hamlets’ yearly residential recycling ...

Breastfeeding promotion has a key role to play in tackling a range of health, social, economic and environmental issues. In addition to improving the health and wellbeing of individual mothers and bab ...

Most of us take the internet for granted. Over 58% of UK homes now use high-speed broadband, some use other methods such as mobile access – but that still leaves an estimated 26% being left behind. A ...

When the UK Intellectual Property Office (IPO) needed a communications programme that would put innovation firmly in primary classrooms, they enlisted the help of the UK’s most famous contemporary inv ...

Since the first wanted posters, high-impact design has been used to encourage the public to help catch criminals. Crimestoppers needed new campaign materials for a new appeal, focusing on just ten “mo ...

Half of UK's children don't walk to school regularly, and more and more primary school children are being driven to school in a car. It’s a trend that contributes to lower fitness, childhood obesity, ...

This is a demonstration of how the design of a communications campaign changes the way people use local public services with the impact of improving the experience, driving down costs and diverting pr ...

McDonald’s is the largest Quick Service Restaurant business in the world with 31,000 restaurants in 118 countries. This case study examines the process to creating a new design that can be used global ...

BAA’s Airline Relocation is the most complex airline relocation programme ever undertaken. The opening of Heathrow Terminal 5 triggered a large-scale programme in which over 50 of Heathrow’s 90 airlin ...

Starting with the rather unlikely ingredients of a swamp in Norfolk and an old Etonian whose Dad was the arch enemy of James Bond, the BeWILDerwood brand was built from the ground up into one of the w ...

Harlequins is one of Rugby Union’s premier clubs with a long and illustrious history dating from 1866. The decision was made by its chief executive to stage a major rugby match just after Christmas 20 ...

Unomedical looked to develop the successor to their UnoMeter Safeti urine monitoring device for catheterised patients. The condition of a critical patient can change from one hour to the next. This ma ...