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Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Opinion

When brands come under public scrutiny for getting something wrong, how they act in the aftermath will dictate the narrative going forward.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Case Study

Sunovion Pharmaceuticals, a pharmaceutical company, launched two primary projects as part of the Be Vocal: Speak Up for Mental Health initiative in collaboration with singer Demi Lovato and five leading advocacy groups in the US.

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.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Article

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.

News

MUMBAI: Rural India is a huge market that is changing fast, and marketers need to understand how they can best reach consumers outside the urban areas that have largely fuelled brand growth.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Case Study

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Research Paper

This paper reveals the findings of two studies in Japan and Korea that explored how Sonification, a communication approach that uses audio waves to transfer information, can be used to communicate the sensorial benefits of products, such as cosmetics, that are traditionally advertised via visual images.

Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

Case Study

This case study shows how Three, a mobile operator, used a humorous campaign to introduce a more customer-centric value proposition and increase sales.

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Case Study

This case study shows how Castrol, a motor lubricant brand, tapped into a niche consumer segment by creating its own community-based app in India.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

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'.

Research Paper

This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.

Article

This presentation outlines how Gemius changed a fundamental feature of internet audience measurement from a monthly cycle to overnight.

Article

This paper describes a study by Yahoo! into content marketing, analysing the factors that drive the best experiences and aiming to create a measurement model to calculate the ROI value of content marketing.

Article

This article thinks about how brands can prepare for crisis, taking as its core case study the Bank of America whose post-2008 crisis acquisitions created a trio of distrusted brands in uncertain times.

Article

This article is concerned with studying the concept of 'purpose' and argues that there are three common business purposes: brand purpose, creating value for shareholders and social purpose.

Case Study

This case study describes how Newfoundland and Labrador (NL) Tourism focused upon the idea that NL is for travellers, not tourists, in order to attract people to the region.

Case Study

Shell successfully positioned itself as a pioneer in future energy solutions in the UK, USA, China, Nigeria and Brazil, with a range of content showcasing some of its brighter ideas in action.