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Brand values & purpose

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Article

This event report outlines how Chipotle, the restaurant chain, survived a brand crisis.

Opinion

Rajat Mendhi, Executive Vice President, Planning, BBDO Mumbai, was responsible for the widely lauded Share The Load campaign for P&G detergent brand Ariel.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

News

SINGAPORE: Companies that participate in corporate citizenship activities can expect a positive reaction to their brand in Asia-Pacific, according to a recent survey.

Article

This article explores the enduring power of creative intuition in an increasingly data-driven world and how agencies can find a balance to best serve clients.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

News

GLOBAL: Colgate-Palmolive, Kellogg, L'Oréal, Microsoft and PepsiCo are just some of the leading brands to be judged as among the most ethical in the world, according to a new report that also includes several less-known names.

Article

This article looks at how guilt-eliciting communications, so extensively used by charities asking for donations and governments attempting to demarket certain harmful behaviours, can be used by more conventional marketers and offers a number of guidelines.

News

LONDON: Senior figures from Diageo and Havas Media Group are among the judges being announced today for the Best Use of Brand Purpose category in the Warc Awards.

Article

This event report outlines how American Greetings, the greeting cards company, has remained relevant in the digital age.

News

DANA POINT, CA: Achieving excellence in modern marketing requires looking beyond "shiny objects" and tapping best practices in areas like content creation and customer-centricity, according to Bob Liodice, President/CEO of the Association of ...

Article

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

News

LONDON: Few people in the UK feel they are well represented by brands, according to a new survey, which raises questions about the whole concept of brand purpose and marketers' understanding of their audiences.

News

GLOBAL: Warc is today launching the Warc Awards, a global search for next-generation marketing effectiveness, with renowned author Jim Stengel chairing a judging panel.

News

ASIA: Some of the most effective marketing campaigns in Asia demonstrate a purposeful remit as well as a commercial one, a Warc report has said.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.

News

ASIA: Budgetary constraints are forcing Asia's marketers to reconsider their approach, putting greater emphasis on the cost-effectiveness of campaigns and tapping brand purpose to connect with consumers, according to an analysis of entries to the ...

News

LONDON: Brand strategy needs "rebooting" for the digital age, according to an industry figure whose research indicates the discipline is being neglected by senior marketers trying to keep abreast of the latest digital developments.

News

LONDON: A third of consumers around the world now say they actively choose to buy from brands they consider to be doing environmental or social good, a new survey from Unilever has revealed.

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 how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.

Article

This article asks readers whether their company has the appropriate purpose to drive meaningful relationships between brands and customers.

Article

This article introduces the ANA's new chairman, Marc Pritchard, whose work at P&G demonstrated his driving belief: that marketing and advertising has a responsibility to do good.

Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.