Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

25 results found
Sort by

Opinion

Brands are recognising that the benefits of AR go well beyond the novelty factor and can drive business growth, say Hannah Robbins and Ophelia Stimpson of the Cultural Insight Team at Kantar Added Value.

Case Study

This case study details how Newell Brands, a consumer goods company, reinvigorated its Mr Sketch brand of scented children's markers in North America.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Article

This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market.

Article

This event report concentrates on a Cannes Lions workshop session from Y&R and BAV Consulting, focusing on sustainable branding and CSR.

Case Study

This case study demonstrates how PEOPLE, a celebrity-focused US magazine, reversed a decline in sales by encouraging loyal readers to purchase more frequently.

News

NEW YORK: Brands are using the back-to-school shopping period to target teachers and schools in an attempt to win a greater share of a $26bn retail bonanza.

Article

This paper provides an overview of the games and toys industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

News

DALLAS: Kimberly-Clark, the personal care group, is to roll out a major multi-brand campaign, making it one of a growing number of advertisers adopting such a strategy.

Article

Susan Nelson from Landor Associates argues against the case that brands in a recesson must focus on immediate sales and brand building, rather than longer-term equity goals.

Article

Warc's US Editor, Geoffrey Precourt, reports from the talk given by Sharon Hartley, evp/marketing and sales, for Crayola at the ANA Creativity Conference held in New York.

Article

At the beginning of 2008, Landor look to the future and tried to anticipate how trends and consumer mindsets might evolve.

Article

This report contains headline insights and data about U.S. mothers concerning parenting, technology, the economy and other areas.

Case Study

Crayola was the most recognized brand name in children's art products, but as the twenty-first century dawned, the company that made Crayola—Binney & Smith of Easton, Pennsylvania (founded in 1885, a subsidiary of Hallmark since 1984)—grew more and more concerned that brand perception had boxed it into a corner.

Article

Consumer panels are traditionally one of the most important tools in carrying out market research, and the increasing prominence of the internet has the potential for engaging vast numbers of consumers in dialogue to boost loyalty, create advocacy and drive sales.

Research Paper

This paper provides data showing that customer word of mouth recommendation rates predict sales growth for retail banks, car manufacturers, mobile phone networks and supermarkets in the UK.

Article

Allyson L. Stewart-Allen Looks at the explosion of brand extensions and reinventions across the pond.

Article

Richard Burnham describes interaction effects and design of experiments (DOE, otherwise known as multivariable testing, MVT).

Case Study

The major problem facing Crayola was that it had become a ‘once a year’ brand with sales concentrated in the ‘back to school’ period.

Article

This paper describes how Verizon (a long-distance telephone service in the USA) built its credibility and business in the Mexican-American community via a partnership with SRE (part of the Mexican Government).

Article

The author contends that appropriate use of colours in product, pack and advertising design is crucial to brand building - and that it is undervalued in the brand development process.

Article

Discusses the state of U.S. consumer magazines in 1999, and predictions for the future.

Article

Describes RCP (Retail Communications Planner), a process and a tool designed to address the issue of clutter at retail and help to manage the number of messages communicated at any one time.

Article

The author discusses the fundamental importance of Public Relations to an integrated marketing program, and describes five steps to ensure that it is built into the process properly.