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Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.

News

LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.

News

NEW YORK: Clorox is among a small number of major brands which have experimented with the use of crowdfunding platforms as a marketing tool to drive awareness, engage consumers and launch new products.

Article

This Company Profile from Euromonitor provides key details and analysis of Clorox, the owner of brands such as Brita filters and Burt's Bees.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

Article

This article covers brand purpose, specifically its spectrum of meaning from a vague positioning intention to very specific action, arguing that purpose should refer to some sort of social mission borne out in all the brand does.

Case Study

This article provides excerpts from the winning case studies of the 2016 David Ogilvy Awards, including campaigns from Nestle, Boeing and Ontario Women's Directorate.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Article

This article outlines the pros and cons of using copy testing to optimise a campaign, as well as a number of best practice guidelines.

News

AUSTIN, TX: Clorox, the FMCG manufacturer, is putting the shopper perspective first as it seeks to add value with proximity marketing tools like in-store beacons and connected products for the home.

Article

This event report addresses how Clorox, the FMCG manufacturer, is tapping into the emerging field of proximity marketing.

Article

This event report gives insight into how digital businesses are harnessing data to create huge advantages.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

This article comprises an interview with Stephen Quinn, executive vice president and chief marketing officer at Walmart, as he discusses the organization's mission for family-friendly content and it's relationship with current marketing approaches.

News

NEW YORK: Clorox, the cleaning and household goods group, believes that achieving little wins through marketing innovation could help grow mature brands, which are increasingly engaged in a "small ball game".

Article

This event report outlines how Clorox, the cleaning and household goods group, is attempting to fuel growth for its large brands operating in mature categories.

News

NEW YORK: Clorox is aiming to reach a wider audience - including dads and "joyful guardians" - as it adapts to changing habits and preferences in the cleaning category.

Article

This event report details cleaning brand Clorox's attempts to move beyond targeting mothers with "lily-white sheets" and engage new audiences, including millennials and men.

Research Paper

This paper explains how Clorox, the cleaning products brand, used research to better understand its audience, moving beyond demographics to build consumer personas.

Case Study

This case study explains how kingsford Charcoal, a barbecue charcoal brand in the US, took a long-term approach to protecting its sales by promoting charcoal grilling over gas to young men.

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 explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.