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Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

SYDNEY: Australian media agency spending passed A$7bn in the 2016-17 financial year with digital and outdoor registering the biggest increases, new data show.

News

LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

News

SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

News

CHICAGO: Aldi and Lidl, the low-cost German grocery chains which have turned the European supermarket battle upside down, have announced expansions into the competitive US market.

News

SYDNEY: Australian supermarkets are using product testing groups as a way to not only gain better feedback from shoppers, but to enhance pre-existing loyalty programs.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

News

LONDON: Britons spent an extra £1bn in the 12 weeks ending 23rd of April, compared to last year – thanks to a strong Easter and inflation, new figures reveal.

News

LONDON: Almost one quarter of Britons say they are more likely to try to buy British food in order to support the domestic economy after the UK leaves the EU, but they won't do so at any price a new survey indicates.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Case Study

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.