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Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

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 article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

News

NEW YORK: Media and social brands, including Fox News, MSNBC, Twitter and Instagram, feature for the first time in a list of America's Top 50 Most Patriotic Brands.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study explains how the Salvador Dalí Museum, located in Florida, US, created an interactive exhibition to attract millennial and out-of-state visitors, and promoted the exhibition with a social media video.

Article

This article outlines the potential pitfalls facing brands that get involved in politics, based on recent examples and insights from the 4A's (American Association of Advertising Agencies).

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

News

NEW YORK/LONDON: The number of top US brands judged to be delivering outstanding customer experience has more than doubled since last year, a new study has revealed.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Article

This short article looks at Ed Catmull and Amy Wallace's 'Creativity, Inc.', which is a book about creativity in business and leadership, co-written by the co-founder of Pixar.

Article

This event report outlines how Marriott International, the hotels group, is creating and distributing a diverse range of digital content.

News

GLOBAL: Becoming a successful global brand requires an understanding of local cultures, lifestyles and ideologies, according to two industry figures.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

Article

This event report outlines how Carnival Corporation, the cruise-line group, is delivering personalized experiences to guests using wearable tech and smart software.

News

NEW YORK: US viewers have consumed a record volume of TV news in the first 15 weeks of this year, a new study has found.

Article

This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.

Article

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.

News

AUSTIN, TX: The Walt Disney Company, the entertainment group, believes technologies like artificial intelligence (AI) and machine learning can help it create stories and experiences which deliver unique forms of consumer engagement.