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Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

Case Study

This case study shows how Eurotunnel Le Shuttle, a transport service between the UK and Europe, step-changed its advertising performance, driving business growth at competitors' expense.

Article

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

Opinion

In the picture, there's a woman on a yellow background. She's young.

Article

This article discusses the advertising tactic of provoking outrage, and argues that advertisers should not 'poke the bear'.

Article

This event report offers five practical tips on how businesses can improve their approach to content marketing, learning from the experiences of Eurostar, the railway service, and Barclays, the bank.

Article

This article discusses the expectations of consumers in relationships with brands, based on behaviour developed as a result of evolution.

Article

Brands have spent a long time aiming to be invited into consumers' lives by providing them with 'branded entertainment' and the challenge to amuse or stimulate grows as the contest for share of attention span grows more fierce in a cross-screen world.

Article

In this lecture to the British Brands Group in 2011, Rory Sutherland sets out the case for changing the vocabulary of marketing in order to communicate better with the people in charge of financing marketing activities but without reducing all proposals to numerical accountability.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Article

This paper provides an overview of the global amusement parks industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Opinion

Attention planners! Now may be the time to hunt down that out of work actor friend and brush up those camera skills.

Opinion

As I whiled away the hours at Brussels Midi station waiting in hope and in confusion for a Eurostar train to get me back to London, it became clear that the law of unintended consequences was at work.

Case Study

The bus operator, First Group, targeted a specific band of households centred on bus routes with the emphasis of the message on convenience.

Article

This is a presentation delivered at the 2010 Media Research Group Conference focusing on how brands can best leverage associations with major sporting events such as the FIFA World Cup and Olympic Games.

Article

This briefing offers an overview of the history, theories and key trends related to Product Placement.

Article

This briefing offers an overview of the history, theories and key trends related to Branded content. It summarises, briefly, the development of the genre and highlights some core issues for marketers utilising branded content strategies.

Case Study

People turn not just to family and friends but also to social media for advice before buying a car. Volkswagen wanted to build positive online buzz about itsTiguan marque, so it launched an online quest for a member of the public to be named The People’s Reviewer.

News

LONDON: Companies like Heineken and Eurostar are continuing to invest in a variety of sponsorship opportunities, despite the pressure the economic downturn has exerted on marketing budgets.

News

LONDON: Some of the biggest retailers and food companies in the UK have the best corporate reputations among consumers.

Article

This article reviews 30 years of IPA Effectiveness case studies, highlighting campaigns that have performed strongly on constrained budgets.

Article

From the Social Media World Forum 2010, held in London in March, Joseph Clift reports on how social media can be used to benefit brands.

News

LONDON: Social media will become "utterly pervasive" in the future, and could even render entire professions obsolete, speakers at this week's Social Media World Forum Europe have predicted.

Article

Social media platforms can be relentlessly transient, demanding micro-engagement at every moment. This worries businesses as they are used to controlling time on their own terms.