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How Procter & Gamble research validates emotional marketing
Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
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Why 'Dirt is Good' for profit and people
Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.
Mythbuster: The relevance of 'relevance'
Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.
Kimberly-Clark's programmatic strategy
This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.
Household & Domestic company profiles
Euromonitor data and analysis on the sector's major companies.
Buster Plughole Care: Because plugholes need love too
This case study describes how Buster became the UK's number one brand of plughole unblockers and fresheners by reinventing its image and taking a specialist approach.
Post-it Super Sticky: #4eversticky
This case study shows how Post-It, the adhesive note brand, created a successful social and video campaign in Italy to market its new super-sticky product.
Wyevale Garden Centres: Wyvale Garden Centres - Customer Journey
This case study shows how The Garden Club, the loyalty club of Wyevale Garden Centres in the UK, used a survey to overhaul the customer journey leading to increased average spend.
IKEA: Welcome to Älmhult
This case study describes how IKEA, the homeware retailer, increased the frequency of UK visits through its 'FAMILY' card.
Makers revolutionize making! How to derive insights from subversive consumer practices
This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.
The new rules of marketing, according to Mars
This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.
Brand building in the digital age: lessons from Sharp and AO.com
This event report looks at how two businesses operating in the home appliances sector have approached the task of building a brand and come to similar conclusions from different directions.
BEHR paints emotional pictures to build its brand
This event report shows how BEHR used qualitative research to gain a deeper insight into the emotions which consumers attach to colour, and thus refine the brand strategy for its paints and stains.
Adstats: Household products adspend
This brief article rounds up some statistics regarding household products adspend.
Household appliance behaviour measurement to transform consumer insights: Passive behavior measurement enabled by IoT energy measurement
This paper describes a new way to passively measure household electricity usage patterns.
(Con-)figure it out! How Braun uses product configurators to empower consumers in MROC environments and turn ideas into new products
This paper explains how online market research communities can be used by companies for product development into the often under-delivered post-processing phase.
Whirlpool Corp. details branding quandry
This event report describes how Whirlpool Corp., the American manufacturer and marketer of home appliances, struggled with brand alignment at the same time as its washing machine brand – called Whirlpool – suffered from identity confusion.
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