You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


Key reading

cultural innovation

Coca-Cola on cultural insight

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
Not a subscriber? Download this sample

Why cultural innovation gets results

This article suggests that cultural innovation is a superior approach to functional improvement.

Conducting and integrating cultural analysis

How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.

Semiotics can make brands magical

This paper gives guidance on how to use the 'inside-out' research approach of semiotics.




Latest case studies

PayPal: The Evolution of PayPal - New Purpose, New Money

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.

Australian Government – Department of Social Services: Violence Against Women: Let's Stop it at the Start

This case study shows how the Australian Department for Social Services increased awareness and drove action among citizens by demonstrating how verbal disrespect toward women was intimately linked to domestic violence.

ALDI Australia: How ALDI rewrote the Christmas Playbook

This case study describes how Aldi, the German discount supermarket, 'rewrote' the Australian Christmas rulebook by moving beyond the festive association and demonstrating that there was no such thing as a 'typical' Christmas.

Leon's: Moving Day

This case study describes how Leon's, a furniture retailer, utilised the local phenomenon of Moving Day in Quebec, Canada, to increase store traffic and sales.

Latest articles

Action for Children: Evaluation of the 'Roots of Empathy' programme in Scotland

This paper outlines research for the charity Action for Children (AfC), to measure the impact of a classroom-based programme it delivered in Scotland, designed to raise empathy and lower aggression in schoolchildren.

What we know about cultural insight

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Project Pandora: Oral hygiene and toothpaste consumption in emerging markets

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.

Boehringer Ingelheim GmbH: Transforming the terminal cancer patient

This article describes how Boehringer Ingelheim (BI), the pharma company, wanted greater understanding of patients' sentiments when faced with life-threatening disease in the USA, UK, France, Italy and Japan.

Want to find out more? Contact us