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Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

News

LOS ANGELES: Carhartt, the workwear and apparel manufacturer, has found user-generated content to be an extremely effective tool in building its brand and encouraging purchases.

Article

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.

Case Study

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

Case Study

This case study shows how Nestlé Soothers, a medicated lozenge brand, bucked the category conventions and turned its weakness into its best weapon after losing 30% of its distribution in Australia.

Case Study

This case study shows how confectionery brand SNICKERS partnered with 7-Eleven to engage Australian millennials in a category that has declined 6% since 2007.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Case Study

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

Case Study

This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

News

SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.

Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

News

SYDNEY: Chinese personal shoppers, known as "daigou", have emerged as a powerful consumer segment in Australia, as more Australian brands head for the lucrative China market.

Article

This article explores the rise of 'daigou' (shoppers who buy Australian brands to re-sell in China) as a powerful shopper segment in Australia and offers advice for building a daigou engagement strategy.

Article

This article considers how the omnishopper experience has meant that a smaller number of 'everything' retailers will dominate the commodity market, while consumers develop category-specific relationships with specialists.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.