Gemma Calvert, Tirthankar Dash, Madhumita Chakraborty and Rajna Rajan, Warc Webinars, June 2015
This webinar, in partnership with Institute on Asian Consumer Insight (ACI), explores the marked differences in sensory preference across different Asian countries.
Guendalina Graffigna and Rossella C. Gambetti, International Journal of Market Research, Vol. 57, No. 4, 2015
Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.
Kate Cox, Admap, July/August 2015
This articles argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.
Joseph Clift, Event Reports, Cannes Lions, June 2015
This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.
Joseph Clift, Event Reports, Mediatel Connected Consumer Conference, June 2015
This event report explains how John Lewis, the department store chain, executed a connected media strategy for its 'Monty the Penguin' Christmas campaign in the UK.
Joseph Clift, Event Reports, APG Noisy Thinking, June 2015
This event report explores the divide between people marketers who believe 'brand love' is possible and helps to increase sales, and those who think getting noticed and building penetration is most important.
Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015
This event report demonstrates how Under Armour, the sporting apparel manufacturer, has leveraged storytelling to build its brand.
Myriam Martinez-Fiestas, Maria Isabel Viedma del Jesus, Juan Sanchez-Fernandez and Francisco Montoro-Rios, Journal of Advertising Research, Vol. 55, No. 2, 2015
How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response. Psychophysiology is the study of the relationship between the mind and the body.
Mark Davis, Market Leader, Quarter 3, 2015
This article argues that the capacity of smell to bypass the logical brain makes smell a great potential tool for marketers.