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Theories & ideas of marketing strategy

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Opinion

Wasim Basir, Coca-Cola MENA’s Director of Integrated Marketing Communication and the chair of judges for this year ’ s WARC Prize for MENA strategy, speaks to Lucy Aitken about the challenge of reaching the region’s youth and what makes a winning strategy.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

Article

Anheuser-Busch InBev, the brewing giant, has crafted a marketing strategy that places meaningful experiences and cultural connection at the heart of its strategy.

News

SYDNEY: When it comes to developing an effective innovation culture, using psychological techniques to spur creativity and new ideas can have a big impact on a project’s future success, according to an expert in effective innovation.

Article

Innovation within a business is often killed off by poor internal processes: this article explains how a scientific approach to innovation can boost effectiveness by making decisions at the right time of day and prioritizing customer centricity.
Countdown Clock
Just 41 days left to enter the WARC Prize for MENA Strategy

News

LONDON: Direct Line, the insurance business, has made effectiveness an integral part of the marketing function in order to improve its performance and drive results.

Article

Looks at how Grab, the ride-hailing company, turned into a household name in Asia and explains the brand's tips for success in becoming a homegrown billion-dollar company.

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Opinion

The eponymous Venn diagram should not be seen as a mere PowerPoint decoration but, Malcolm White explains, can and should be used as a creative thinking tool to unlock potential or seize opportunities.

Article

Gen Z is the last generation of the twenty-first century and is set to enter the workforce by 2020.

Article

Business-to-business (B2B) marketers must navigate an increasingly complex landscape in which buyers have grown more empowered than ever before.

News

DUBAI: Brands that want to do well in the Middle East and North Africa need to “step out of their comfort zone” according to a leading brand marketer in the region.

Article

The notion of bravery is an important aspect of marketing in the MENA region and formed the theme of a Marketing Society event in Dubai.

Article

Companies should aim to outperform their competitors by trying to differentiate themselves from them, rather than trying to outdo them at what they do.

Article

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

Article

Traditional audience segmentation practices often leave a depth deficit.

Article

How Coca-Cola Took Over the World and 100 More Amazing Stories about the World's Greatest Brands is a collection of 101 short stories by ad industry veteran Giles Lury.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

News

BEIJING/SINGAPORE: Brand trust is “currency” in China’s booming automotive category, according to a senior marketer at Uxin, an online automotive marketplace.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Article

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

News

ORLANDO, FL: Kentucky Fried Chicken, the quick-service restaurant chain, has enjoyed a consistent pattern of growth having reinvigorated the brand, and returned Colonel Sanders, its iconic founder, to the core of its messaging.

News

LONDON: UK marketers appear to be well-prepared when it comes to incorporating new technology into their sales and marketing strategies for 2018, according to a recent survey.

Article

Examines Tactical SEO: The Theory and Practice of Search Marketing by Lee Wilson.