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Case Study

This case study explains how Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Article

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Case Study

This case study shows how Blue Cross Blue Shield of Rhode Island, an American health insurer, used a community campaign to humanise its brand, building trust and favourability.

Article

This report from NewsCred provides advice for brands on licensing high quality content from publishers.

Article

This event report assesses how leading brands are monitoring the success of their sponsorship programs.

Case Study

Delta Dental of Missouri, a US dental insurance provider, used a research project to develop its future ad campaigns following the passing of the Affordable Care Act, which disrupted many industry practices.

News

NEW YORK: Coca-Cola, Visa and Sony are among the brands which are "perennial leaders" in terms of attracting US consumers, a study has revealed.

Article

This paper provides an overview of the global information technology services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the alternative medicine industry, primarily in the United States.

Case Study

BlueCross BlueShield of South Carolina markets a variety of health plans through a “birthday program” to residents who are turning 65 and going on Medicare.

Case Study

This campaign developed an iconic brand for a vast, relatively unknown expanse of spectacular natural and cultural experiences spanning Northeast New South Wales and Southern Queensland.

Case Study

Anthem Blue Cross and Blue Shield, the #1 health insurance carrier, wanted to engage people with their brand.

News

SAN MATEO: Apple, Facebook and Amazon are among the companies that generate the most positive word-of-mouth between shoppers in the US, a new study has found.

Case Study

To publicize its capabilities, Wikreate decided to celebrate the economic crisis. The gutsy campaign was based on the idea that slim budgets wouldn’t allow for an opulent annual celebration.

Case Study

Blue Cross and Blue Shield of Florida wanted to address consumers' concerns that insurance is impersonal and confusing and, to communicate that the best health care requires personalized solutions.

Research Paper

Over the last 10 years, it has been said that TV consumption has been decreasing, losing out to the development of the internet around the world.

Case Study

Smiling doctors and smiling patients – that’s all consumers saw in healthcare advertising. HealthPartners wanted to break through with its online patient services.

Case Study

To reach benefits managers in companies with more than 1,000 employees, Anthem National Accounts used a campaign that drove home its main selling point: simplicity.

Article

This report looks into the impact chronic disease is having on the U.S. economy - and U.S.

Case Study

To raise brand awareness, brand equity and brand definition among consumers, UnitedHealth Group launched the “It Just Makes Sense” campaign in 2003.

Case Study

In 2002 the 101-year-old Walgreens, owned by Walgreen Company, was the number one drugstore chain in the United States with annual sales hitting $28.68 billion.

Research Paper

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions.

Case Study

In 2003, the healthcare insurance market was highly price sensitive. Bluecross Blueshield adopted their “Big Blue Arm” campaign to sell the value of their more expensive product – pointing customers towards their own healthier insurance.

Case Study

UnitedHealthcare and GSD&M launched the 'It Just Makes Sense' campaign to position the brand as the innovative leader in health care coverage, bringing a practical, common sense approach to the industry.