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Article

This article sets out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

Article

This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

Case Study

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

Case Study

This case study explains how The Ad Council's Love Has No Labels campaign, an equality movement, flooded American culture with diverse images of love to normalize them and reduce implicit bias.

Case Study

This case study explains how BASF, a global manufacturer of crop protection products, radically reconsidered its brand and the people it serves through its 'Grow Smart' campaign in the US.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

Case Study

This case study shows how biopharmaceutical company Shire introduced its new dry-eye drug by educating women about their eye health and launching empowering lifestyle brand eyelove.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Case Study

This case study looks at how the Australian National Youth Mental Health Foundation, headspace, cut online bullying behaviour with its Reword campaign.

Case Study

This case study explains how Lysol, an American cleaning products brand, connected with mothers to turn its functional germ-kill claim into an emotional promise of protection.

Case Study

This case study looks at how Jolly Rancher, the American candy brand, transformed its strategy to go from an undesired brand to a sustained success.

Case Study

This case study explains how L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK.

Case Study

This case study explains how Dove, a skincare brand, spoke about the media's judgement of female athletes based on their appearance through its 'Dear Media' campaign in the US.

Case Study

This case study looks at how Northwell Health, an American healthcare system, established an emotional connection with its audience by creating an amphibious prosthetic to change the lives of amputees.

Case Study

This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.

Case Study

This case study looks at how LEGOLAND Florida, a theme park, overcame the challenge of being in an inconvenient location by making the drive seem insignificant to choosing the resort as a vacation destination.

Case Study

This case study looks at how Ariel, a laundry detergent brand, created the 'Dads #ShareTheLoad' campaign in India to bring the issue of gender inequality into public consciousness, generating immense positive attention.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Case Study

This case study looks at how Whirlpool, a home appliances brand, successfully launched the Care Counts campaign, installing laundry equipment in schools within low-income areas in the US.

Case Study

This case study looks at how the Transport Accident Commission (TAC) in Australia, a for-profit social insurer for the State of Victoria, educated Victorians about the human body's physical vulnerability to the forces of a road crash.

Case Study

This article explains how Off The Street Club, Chicago's oldest boys and girls club, helped children reject social pressures to live a life of crime on the streets with its 'Hope Is Tougher' campaign in the US.

Case Study

This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.

Case Study

This case study explains how Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.