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Article

This article looks at how marketers have a problem with the filter bubbles they create around themselves, insulating them from other, equally valid points of view.

Article

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.

Article

This article considers what happens when brands progress from narcissism to solipsism, which makes them incapable of making a proper assessment of whether what they offer is different to or better than the competition.

Article

This article reminds marketers that despite the need for purpose, utility is still more important for driving people's interactions with the brand.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This short article looks at Mark Batey's 'Brand Meaning', which takes a holistic look at how consumers find and create meaning in brands, and explores the fundamental elements that connect people with products.

News

BOSTON: Politicians and their aides make use of many of the techniques and stratagems of the advertising and marketing industry, but the recent presidential election suggests they should pay closer attention to brand relationships, an academic has ...

Article

This article considers the profound problems faced by the advertising and marketing industries as they lose their ability to create what sells brands better than anything: trust.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

News

NEW YORK/BEIJING: Global brands seeking to succeed in the Chinese market might do better to simply cash in on their name rather than get involved on the ground themselves, according to a legal expert who points to the decisions of Yum Brands and ...

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Article

This article looks at how brand marketers oscillate between two extremes of the marketing spectrum: the one where they paint grand visions and the other where they focus exclusively on incremental gains.

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Article

This article relays research from the Futures Company on the profound value differences between voters on opposing sides of the referendum in the UK on membership of the European Union, and explores the implications for both politics and communications.

Article

This article discusses the future of brand consultancy, arguing that the current model is not fit for purpose; the new breed must place consumer insight at its heart.

Article

This report analyses how food advertisers can reinvigorate declining brands by using a brand's heritage in different ways.

Research Paper

Past research shows that advertising awareness is systematically higher among a brand's users than nonusers.

Article

This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.

Article

This article explores the development and execution of Lockheed Martin's large-scale VR experience, in which a school bus was furnished so children could experience a virtual trip to Mars.

Article

This article explains five important considerations for multi-national brands when developing their local brand name in China, and how to avoid common pitfalls of Chinese localization.

Article

This article summarises some of the paradoxes which characterise the millennial generation, based on research carried out by Landor.

Article

This event report outlines how Anheuser-Busch InBev, the brewer, is evolving its sponsorship strategy.

Article

This paper explores the features and influence of the Chinese photo sharing platform NICE that emphasises photo-tagging to connect users with similar interests; currently, NICE boasts over 15m users and over 1.2m photos added daily.

Article

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.