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Case Study

This case study explains how HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

Case Study

This case study explores how 'Mein Kampf - Against Racism', a book recreated to change the message of Hitler's book 'Mein Kampf', launched a national campaign in Germany.

News

NEW ORLEANS: United Airlines, the air carrier, is seeking to develop industry-leading policies and customer experiences in order to strengthen its brand following a recent crisis which saw a passenger being dragged from an overbooked flight.

Article

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

News

NEW YORK: A majority of marketers intend to increase spending on public relations both internally and externally over the next five years, as the discipline takes a more important role within the marketing mix, a new report shows.

News

NEW YORK: The US appears to be losing its appeal as a tourist destination, as a combination of political events and security concerns deter overseas visitors and threaten to hurt a $1.8 trillion industry.

News

CHICAGO: After video footage of a United Airlines passenger being forcibly removed from an overbooked flight was posted online, the actions of the airline's chief executive officer in backing his staff and describing the passenger as "disruptive ...

News

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.

Case Study

This case study details how Raising the Roof, a homelessness charity, increased awareness by shocking local communities in Canada.

Article

This article looks at how the once mighty Tata brand in India has fallen on hard times as a dispute between different management fractions severely damages its credibility.

Case Study

This case study describes how The New Zealand Breast Cancer Foundation created a simple way to help women check their breasts and help detect possible cancers as early as possible.

Case Study

This case study details how Kuoni, a luxury holidays company, promoted Indian Ocean holidays through photo editorials focusing on how sand differentiated the various destinations.

Case Study

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

Case Study

This case study explains how Paleta Payaso, a Mexican confectionery brand, quickly reacted to a negative social media story.

Case Study

This case study describes how Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Article

The article covers how NASA, the US space agency, uses social media, live video and influencers to share the wonders of space, without using any advertising budget.

Case Study

This case study describes how toy manufacturer Hasbro, turned a viral phenomenon featuring its Star Wars Chewbacca mask, into a 360º communication on TV and social networks in Spain.

Case Study

This campaign shows how youth mental health foundation, Headspace, created Reword, a real-time alert for online bullying, to tackle it before it happens.

Article

The article outlines how Cathay-Pacific, a Hong Kong-based airline, developed a crisis communications strategy for the 'real time' era.

Case Study

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

Case Study

This case study shows how Lifebuoy, a health soap brand, successfully targeted United Nations policy makers with an emotional campaign about child mortality in India.

Case Study

This case study shows how UPS, a delivery service brand, increased brand affinity within the Chinese market by repositioning itself as the future partner of Chinese manufacturers.

Case Study

This case study describes how Guinness, the beer brand, created and promoted a new group ritual among regular drinkers to grow sales in Singapore.

Case Study

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.