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Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

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.

News

NEW YORK: The Daily Mail, the British tabloid newspaper whose online edition is the largest English language news website in the world, has announced plans to launch a syndicated TV show in the US later this year.

Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

News

GLOBAL: Top executives from Microsoft and Nokia are among the final round of judges Warc is announcing for the 2017 Warc Innovation Awards.

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 article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

News

MINNEAPOLIS: General Mills, the Minnesota-based food giant, is undergoing a comprehensive restructure that will see the creation of a new global CMO role as well as four worldwide business groups.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

This article explains how Qantas, Australia’s national airline, disrupted the health insurance category with a new product – Qantas Assure - that incentivised wellness with Frequent Flyer Points.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Research Paper

This paper describes research conducted by Sonos, the wireless speaker brand, to inform its marketing strategies, communications and media mix through the purchase funnel.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Research Paper

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Article

This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

Article

This event report describes how Whirlpool Corp., the American manufacturer and marketer of home appliances, struggled with brand alignment at the same time as its washing machine brand – called Whirlpool – suffered from identity confusion.

Article

This event report outlines how Chobani, the yoghurt brand, is using “phigital” marketing to drive engagement.

Article

This event report addresses how ADT, the security company, is making nuanced use of big data to drive the maximum benefit from its marketing.

Article

This event report shows how The Martin Agency helped create an innovative brand extension for Benjamin Moore paint.

Article

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.