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News

Nike, the US sportswear giant, has been working to bring its manufacturing process closer to the point of sale, and concurrently adopting a direct-to-consumer strategy with a focus on owning the experience.

News

For all that direct-to-consumer (DTC) brands are disrupting categories and rewriting many rules of marketing, it remains the case that DTC brand-building is still fundamentally brand-building, which means the standard principles all still apply.

Opinion

Direct to consumer strategies are taking the business world by storm. This month’s Admap explores the implications of this structure and uncovers the lessons and success stories that you need to know.

Article

Provides a snippet of Admap's January issue focused on Direct-to-consumer brands.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

News

The explosion of e-commerce around the world is changing how consumers shop, with subsequent implications for the way marketing teams work, as e-commerce needs to become an integral part of marketing and sales strategies.

News

Mahabis, the upmarket slipper maker and one time DTC (direct-to-consumer) poster child is in administration, but, says David Carr of Digitas, the brand began with a business model rather than a product – and other DTC brands are also feeling ...

Article

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

Article

Details how direct-to-consumer (DTC) brands are challenging legacy brands in every category.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

News

Customer experience was a significant focus of marketers’ attention in 2018, and, according to WARC’s Marketer’s Toolkit 2019, will continue to occupy their thinking for the year ahead.

News

Personalisation has become something of a holy grail for marketers, but it is not only complicated to achieve on a technical level; it requires the permission to get personal with your consumers.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

News

Given the choice, just over half of people in the UK would be prepared to let companies use at least some of their personal information if they could see a clear benefit from doing so, new research indicates, but a third would rather deny them ...

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

News

The language of wellness is no longer limited to the health and nutrition sectors, as brands increasingly look to embrace this idea – one of Admap’s Drivers of Change in 2019.

Article

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.