NEW YORK: Common Ground, a coalition of the six largest advertising groups in the world, has joined forces with Google to launch a global campaign in support of the United Nations’ Sustainable Development Goals.
LONDON: Every brand knows that establishing trust with their customers is vital, but this point has been reinforced by a new survey that found a fifth (21%) of UK consumers have boycotted a brand following a scandal or negative press.
LONDON: Social media networks are currently under the spotlight as never before regarding content and trust, so marketers will note new research that suggests consumers place considerable trust in content from familiar brands.
NEW YORK: President Trump's propensity for tweeting about anything from developments in reality TV to criticisms of specific companies and brands is leading to a surge in a new business area for PR agencies.
Over a century ago, William James argued that the self includes many things outside of one's self, including social relationships and material things. More recently, cognitive science has shown that we do indeed subsume the personality and values of the people we feel close to. The result is self-other overlap, whereby the mental representations of our own identity begin to merge with our perceptions of someone else.
Cristiane Coradi and Nelsom Marangoni, ESOMAR, Latin America, Buenos Aires, April 2014
This paper discusses changing attitudes towards Brazil's hosting of the 2014 FIFA World Cup, examining how these have changed from positive to more negative and how this may impact on sponsoring brands.
Jeremy Sy, The Futures Company, ProofPoint, September 2013
This article examines global trends around consumer activism and networked lives that point to the increasing importance of networks in making the changes that governments, companies and individuals are unable to effect.
Low Lai Chow, Event Reports, Asian Marketing Effectiveness Festival, May 2013
This report offers a theory of marketing from Lenovo, an electronics firm, which suggests that, following the digital revolution, consumers have evolved from friendly and obedient "dogs" to finicky "cats" in terms of how they respond to marketing.
Will McInnes, WARC Best Practice, July 2017
This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.