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Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Case Study

This case study explains how paint manufacturer Dulux targeted home-owners in Singapore to launch its Ambiance special effects paint range.

Case Study

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Case Study

This case study shows how Dulux, a paint brand, tapped into the Chinese New Year's tradition of renovating living spaces, to launch a sensory campaign that increased sales and brand awareness in Singapore.

Article

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.

Case Study

This case study describes how Dulux used an influencer-led strategy to encourage more Singaporeans to paint their houses.

Article

This article argues that purpose is not just another trendy catchword but a fundamental part of every brand's core identity.

Article

This article offers five action points to create a strong, valuable brand, based on learnings from the 2015 BrandZ Top 100 Most Valuable Global Brands report. These are:

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

Opinion

These are challenging and interesting times to be in Marketing. The twin forces of technology and a more empowered consumer are making it increasingly necessary for Marketers to lead in a complex and dynamic environment.

Case Study

This case study demonstrates how woodcare brand Cuprinol increased sales by bringing colour and inspiration into a previously very functional market.

Case Study

This case study reveals how a redesign of decorative paint brand Dulux' Once range persuaded its largest retailer B&Q to give the brand its own space in 75% of stores.

Case Study

This article explains how AzkoNobel, owner of paint brand Dulux, used international research to identify opportunities for growth.

Case Study

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

Case Study

This case study describes a new store format developed by Asian Paints to reposition its brand from industrial supplier to domestic, decorative paint company in India.

Article

This article discusses how the 4A's, the industry body, is seeking to enhance the position, performance and status of agencies.

Article

This article discusses development of a Brand Visual Identity (BVI), defined here as a strong defining graphic device, and the role consumer research can play in this.

Article

This article discusses the interaction between a brand's image and its values, arguing that the relationship is often not as expected.

Case Study

This case study describes how Asian Paints, an Indian chemicals company, used the design of new retail stores to develop a positioning as a consumer brand.

Case Study

This article describes pilot research in China by AkzoNobel, the paints and chemicals multinational and owner of the Dulux brand, which sought to create a global bank of cultural insights to underpin existing consumer knowledge.

Article

This report looks into the roles of trust and dynamism in appealing to consumers, as the combination of trust and dynamism make the future purchase index more than double, when compared to brand trust alone.

Article

This article highlights the areas in which companies will need to develop in the next few years to be successful marketing organisations of the future, through an initiative called Marketing 2020.

Article

This article analyses how social media has changed the way celebrity branding influences consumers and provides recommendations for how to employ celebrities in this arena, drawing on examples from China.

Article

This event report covers a range of issues, discussing online video and how to make videos go viral, real-time marketing, and customer touchpoints.