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Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Case Study

This case study describes how Tennent's, Scotland's best-known lager brand launched a campaign to reinvigorate its association with T in the Park (TITP) music festival, to build brand preference amongst the 18-24 age group.

Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Article

This Company Profile from Euromonitor provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Case Study

This case study explores how St Germain, a French liqueur brand currently owned by Bacardi Ltd, moved away from the crowded nightlife scene in Seattle to create an unprecedented event in daylight.

Article

This article describes how marketers must work to create brand equity while always keeping in mind what is most important for CEOs.

Opinion

This guest blog is by Daniel Carlson, writing in the May issue of Admap. Subscribers can read the issue here .

Article

This article argues that marketers must think about the distribution strategy for their content at the start of the process, not at the end, in order to get people to start sharing it.

Article

This article discusses brands' needs for introspection and how questions can be used as a competitive advantage for agencies looking to win business.

Case Study

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Hennessy, Glenmorangie, Belvedere and 10 Cane.

Article

This article argues that design is very important for business success, and is a major factor in a company's growth or decline.

Article

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.

News

SYDNEY: Television is losing its attractiveness as an advertising medium according to top executives at drinks company Bacardi, who have indicated an increasing focus on digital and social to reach their target audiences.

Article

This article considers what marketers can learn from the ideas, characters and storytellers of Disney-Pixar.

Article

This article describes innovative ways in which drinks marketers are responding to a pub industry that continues to decline in the UK.

Article

This event report looks at how retailers and brands are successfully co-operating in-store, with strategies including redesigned layouts and co-branded communications that are working to their mutual benefit.

Article

This article considers the media consumption habits of contemporary Indian youth and notes three particular developments of recent years.

Article

This Company Profile from Euromonitor provides key details and analysis of William Grant & Sons, the owner of brands such as Glenfiddich, Grant’s, The Balvenie and Hendrick’s.

News

NEW YORK: A group of the world's leading producers of alcohol brands has agreed a set of guidelines for online marketing and social media content that seeks to emulate the standards applying to traditional marketing activities.

Article

This article looks at how businesses can improve their customer service by creating a culture of politeness, not just in their own interactions but by encouraging good behaviour in customers too.