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Article

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

Article

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

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 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 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 explores how Cawston Press, a British soft drinks manufacturer, was capable of increasing sales with its promotion of taste and excitement in a commoditised sector.

Case Study

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

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 ...

Case Study

This case study describes how NRG Energy, an energy company, improved perception of solar power in the United States with its Solar Forecast.

Article

This event reports outlines how Kia, the automaker, has moved from humble beginnings to become a major success story in the US.

Case Study

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.

Case Study

This case study details how the nbn, a national open-access data network, increased media presence and consumer activations in the Australian market.

Case Study

This case study describes how Indian detergent brand Active Wheel used its product pack to drive consumers to a specially-created mobile platform to target and help the wives of migrant workers and relaunch the brand.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Case Study

This case study describes how Clearasil, the acne specialist skin care brand, increased its relevance among teens in the US to raise sales.

Case Study

This case study sets out how Roku, an online TV streaming service, used digital ads to promote a new product to tech-savvy people in the US.

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 shows how Under Armour, the sportswear brand, promoted the release of its Curry 2.5 shoe in the US by making the Stephen Curry character in an NBA video game ultra-powerful for a limited time.

Case Study

This case study shows how Phoenix Petroleum, a fuel brand, increased sales and brand awareness by sponsoring one of the Philippines' biggest basketball teams.

Case Study

This case study shows how B'lue, a drink brand, increased sales and brand awareness in the Philippines by using Batman vs Superman branded content As sales in the soft drinks and juices market were declining, B'lue wanted to become millennial's alternative drink of choice.

Case Study

This case study shows how Rekorderlig, a cider brand, used a summer festival to increase brand awareness in the UK.

Case Study

This case study describes how CloudPay, global payroll solution, rebranded to position itself as a next-generation innovator in the sector.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Case Study

This case study describes how Wild Stone, an Indian deodorant brand, overtook the market leader Axe to become the number 1 brand in the gas-based deodorant category in India by challenging existing preconceptions.