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Article

This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.

Case Study

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product that kept construction workers cool to attract SME clients.

Case Study

This case study describes how, after losing a jewellery client, ad agency DDB Group Hong Kong planned, developed and launched CRAFTED BY MY HEART, an iOS mobile app that allows users to customise jewellery with their heartbeat, to gain exposure for the agency.

Case Study

This case study describes how TD Bank, a Canadian financial services provider, demonstrated its commitment to a small-business owner customer base who felt that the bank didn't care, by sharing ad space and promoting its small business customers.

News

WASHINGTON DC: Small and medium-sized businesses (SMBs) are rapidly adopting mobile apps, and increasing sales and improving customer service are the two main reasons driving the trend, a new survey has found.

Case Study

This case study describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

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 details how Whitworths, a dried fruit, nuts and baking company, repositioned its Shots snack brand to increase sales and make it distinct among Whitworths products in the UK.

Case Study

This case study describes how Horlicks, the malted milk drink - originally from the UK - which is the number one health drink in India, conducted a redesign to future proof its brand.

Case Study

This case study describes how Harrogate Spring Water, a UK mineral water brand, achieved cut through in the tough British water market with a redesigned bottle and a new brand positioning.

Case Study

This case study details how Selwyn's, a seafood snack manufacturer, redesigned the packaging for its Crispy Seaweed Snacks to increase distribution in the UK.

Case Study

This case study looks at Green's, a British gluten-free beer brand, that rebranded in order to sit more comfortably among mainstream beer shelves, a departure from the prior 'pharmaceutical look'.

Case Study

This case study describes how Polyseam, a UK-based sealant and filler manufacturer, developed the branding for its new all-in-one adhesive and sealant by creating a range of simple, boldly designed products that leveraged the building trade's trust in the brand.

Case Study

This case study describes how TD Bank, a Canadian bank, increased its consideration amongst small business owners by demonstrating commitment to them.

News

SYDNEY: Australian B2B marketers are shifting the focus of their activities towards social media as millennial buyers make up a growing proportion of their target audience, but many have yet to see good results.

Case Study

This case study details how the UK Department of International Trade increased interest among SME businesses in exports.

Case Study

This case study reveals how Molson Coors, a beer brand, helped convenience retailers in the UK improve their store environments to drive sales of beer and cider.

Case Study

This case study describes how Toyota, the car maker, motivated staff in Toyota Centres across the UK in order to increase local marketing activity before the launch of a new model.

Article

This article details how Lloyds Banking Group, the UK bank, employed natural language processing to and social listening to assess usage and attitude in the B2B finance market, targeting small businesses.

Case Study

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Case Study

This case study demonstrates how Emirates NBD, one of the largest banking groups in the Middle East, attracted the attention of SMEs in construction across the UAE through an innovative product idea.

Case Study

This case study explores how the Belgian branch of JC Decaux, the OOH media owner, showed marketing directors that outdoor is still effective, by putting a photo of each targeted marketing director on a billboard.

Case Study

This case study describes how Continental, a tyre manufacturer, increased sales of tyres and engagement in the United Kingdom through a promotional offer.