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News

CHICAGO: Maltesers, the chocolate brand owned by Mars, believes an influencer-driven launch strategy can help it successfully attract attention from young consumers in the US.

News

LONDON: Needs in the 21st century are mostly satisfied, and there is no such thing as an untouched category, therefore new brands must aim to create fame at launch and capitalise on a sense of shared excitement.

Article

This event report outlines how Maltesers, the candy brand owned by Mars Inc., put influencer marketing at the heart of its launch strategy in the US.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

The article explains how Motorola, a telecommunications manufacturer, used programmatic to grow brand awareness when launching its new Moto Z phone product in the US.

Case Study

This case study describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how car manufacturer Nissan used behavioural trends, and attitudinal attributes of the audience's engagement via visual and video content to launch its GT-R marque in India.

Case Study

This case study describes how Hooq, a Singtel-owned on-demand streaming service, was launched in partnership with Sony and Warner bros using bold design, and reaching the number one spot in the region.

Case Study

This case study describes how the NHS Leeds CCG (clinical commissioning group), part of the UK's health service, created a safe space for young people called 'MindMate;' a website to make Leeds' mental health services more accessible.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Case Study

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

Case Study

This case study describes how Hippeas, a British vegan snack brand, launched its premium proposition with the added value of affordability, with a design that was instantly recognisable and simple.

Case Study

This case study describes how EQ Bank, a digital bank, successfully launched in the Canadian market.

Case Study

This case study describes how Spotify, a music streaming service, utilised data to increase brand awareness in the Canadian market.

Article

This case study explains how OnePlus, a Chinese smartphone manufacturer, created a VR experience to launch a new phone.

Article

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

News

MUMBAI/BEIJING: A spate of business restructuring, revamped menus and new brand launches is reshaping the fast food sector, as global brands look to boost growth in the major Asian markets of India and China.

Article

This article looks at what brands in the FMCG sector can do to ensure that new products are launched successfully, ensuring the right basis for future innovation.

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.

Article

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

Case Study

This case study explores how Heineken Ireland launched a new cider, Orchard Thieves, with the hashtag #BeBold, a series of online and offline efforts that put 1.1 million drinks into Irish hands: over a third of the population.

Case Study

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.