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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.
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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.

Coca-Cola: Remove Labels

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

National Institute of Blood Transfusion and Untold Music Festival: Pay With Blood

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Bring home the bacon: How food labels can distinguish themselves in mega-categories

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

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.

Trend Watch: Indonesia’s sleeping dragon awakens in 2017

This article outlines the trends set to shape Indonesian marketing in 2017, including economic growth, aspirational middle class consumers, mobile-first, and increased ad-spend across both traditional and digital media.

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.

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