Search in

Show only

Date Range

Search within

Search Results Language

Category

Brand

Location

Source

Index

12,011 results found
Sort by

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Article

Organisations have never had to deal with this scale of change management for customers, and marketers need to have proper frameworks in place.

News

Brands now value resilience in their agency partners more than simple functional competence, while agencies have noted how brands have become more willing to take risks, a new study finds.

Article

Looks at the Brand Funnel marketing framework.

News

The pandemic and lockdowns caught brands and businesses unprepared, but as the experience of Mastercard shows, a specific risk management function within marketing helped it respond more quickly and effectively to the situation as it developed around

Opinion

In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.

Article

Explores the important issues related to end-to-end management of influencer marketing activities.

Case Study

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

Opinion

In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.

Article

This article explains the important role brand plays in driving growth.

Article

Characters, logos and typography are the brand assets with the strongest potential for “unique ownership”, according to a study in the Journal of Brand Management.

News

Most senior marketers believe brand is crucial in driving buyer behaviour for prospects and a critical driver, too, for existing customers, a new survey shows.

News

In-house agencies promise many benefits for brands, including brand knowledge, cost efficiencies and agility, but a new study highlights how management finds it difficult to keep creative teams energized and worries about attracting top-tier creative

Article

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.

Article

Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.

Article

Outlines the four levels of an agency management program which delivers relevant insights to all stakeholders for swift, effective decision making.

Article

During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.

Opinion

Raja Rajamannar, Chief Marketing Officer of Mastercard and author of the new book ‘Quantum Marketing’, speaks to WARC’s Anna Hamill about how technology can drive marketing forward, purpose and trust as key brand differentiators, and why risk management is a crucial marketing function.

Article

What the phasing-out of third-part cookies means for media planning and consumer targeting.

News

Productivity is a quality typically ascribed to individuals, but that is a tiny minority of the measures an organisation can take to improve – a new paper argues that firms must focus on their systems.

Article

This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).

Article

Our world presents more choices than ever before; this offers people the benefit of access to almost anything and presents consumers with all manner of choice.

News

As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.

Case Study

LinkedIn, a business social networking service, increased awareness in Brazil by launching research and a press event that revealed the true gender gap in leadership and management in the workplace in Mexico.

Article

In 1996, Harvard Business School Professor Robert S Kaplan and consultant David P Norton literally wrote the book on Balanced Scorecards.