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Article •
Details how direct-to-consumer (DTC) brands are challenging legacy brands in every category.
Research Paper •
Nailbiter, the technology platform, used its video market research capability in the US to produce better consumer insights for Airwick, an air care brand and Lysol, an American cleaning products brand.
Opinion •
As brand purpose enters the mainstream, the 2018 ANA Masters of Marketing witnessed its influence on brands as diverse as Ancestry, Clorox, and FedEx.
News •
As ever more internet-connected devices enter our homes, the opportunities for marketers to get up close and personal are growing.
Article •
Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.
Article •
Brands in the US must invest in marketing technology to meet ever-growing demands for positive customer experience.
Article •
Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.
Article •
This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.
Article •
Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.
Article •
Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
Article •
This article examines the impact and ramifications of the explosion of digital commerce and analytics.
Research Paper •
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.
Article •
Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.
Article •
Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
Article •
This Company Profile from Euromonitor provides key details and analysis of SC Johnson & Son INC, the world’s fifth-largest home care player and the global leader in air care.
Case Study •
Kingsford Charcoal, a charcoal brand, created the Stand With Ribs campaign in the US, featuring NFL star Vince Wilfork, to create demand, and drive sales of, its new long-burning product.
Research Paper •
The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.
News •
SEATTLE: Major FMCG advertisers like Procter & Gamble and Clorox are reported to be talking with Amazon about how they can promote their products via Alexa, the e-commerce giant’s voice assistant.
Opinion •
We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.
Case Study •
Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.
News •
ORLANDO, FL: Marketers must find a more refined balance between building their brands and meeting short-term objectives, according to Eric Reynolds, the CMO of Clorox.
Article •
Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.
News •
ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.
Article •
Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.
Article •
Discusses the emergence of data virtualization technology and explains how B2B marketers can use it to their advantage, with reference to a success story from Syngenta, a global agribusiness.