Subject Index
 

'Successful brands are those which build bonds' said David Ogilvy. According to Jon Miller bonding may take several forms - emotional, structural and financial. Packaged goods marketing has traditio ...

The chairman of Unilever's Elida Fabergé describes how the company has grasped the need for consumer-led growth and is regenerating both its culture and its skills to deliver it. The factors driving c ...

The challenge for Lynx was to retain the spirit of the brand that has made it so successful, but to find fresh and interesting ways of expressing that spirit. The campaign resulted in a phenomenal cu ...

Campaign in 1998-9 by Bartle Bogle Hegarty for Lynx male youth toiletry. Revitalising the brand leader for changing market. Media: TV, press (tabloid newspapers), Internet. Brand grew 7% in 1998, achi ...

This 1998 paper shows how advertising (O&M) changed the decline of Impulse body spray, for both the long-term and the short-term performance. It also sets out a new way of looking at the contribution ...

Pears Original is the UK's oldest soap, and one of the country's longest-established brands within any market. By the mid-1990s Pears had shrunk to a 3% value share of the market. In 1996 Elida Faberg ...

In 1996 the Impulse brand was coping. Of the top ten bodysprays bought in the UK, nine were Impulse, although over 50% of girls aged 16-24 claimed they would be unhappy to be seen using the product. I ...