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Article

This article looks at the mindsets that marketers can use when approaching business constraints, namely the ‘victim’ and ‘transformer’ mindset.

Article

This short article lists the books that influenced Steve Stokes, CSO at DUKE.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Research Paper

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

Case Study

This case study describes how the Department for Transport's 'Think!' campaign, created to reduce deaths and serious injury on the roads, improved its efficiency to save more lives despite an 80% budget cut.

Article

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

Article

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

News

PHILADELPHIA: US marketers could make major savings in survey research by using smaller sample sizes without significantly increasing the margins of error, a leading academic has claimed.

Article

This essay argues that the goal of marketing communications should be to focus on online human engagement and emotion via brand anthropomorphism and employee connectivity to create a genuine human-brand relationship.

Article

This article argues that, in response to personalisation, marketers must revolutionise how they work to utilise the empowering forces of technology and create a 'people first' marketing model.

Article

This article describes how the origins of brand equity come from within an organisation and explores the important role that marketers can play in getting this right.

Article

This article explains how the UN Global Goals have provided brands with the opportunity to decide how to take positive action in the world and connect with the needs and values of their target audience.

Article

This webinar lays out strategies to help turn the apparent constraints (of budget, resource, time or talent) that we face as a daily business reality into stimulus to deliver more powerfully against brand purpose and business ambitions.

Article

In this article Adrian Coleman, found and group CEO of VCCP, shares the six books that have influenced him most.

Article

This speed read reviews and summarises the book 'A Beautiful Constraint', by Adam Morgan and Mark Barden.

Article

This Company Profile from Euromonitor provides key details and analysis of Royal Bank of Scotland. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the financial services market.

Research Paper

Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing.

Article

This essay argues that the marketing industry needs to rethink what 'loyalty' means and what it can do for businesses.