Get a demo Do I subscribe? News sign-up

Search in

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

33 results found
Sort by

Article

In this article, the author offers some key advice in managing the fast growth of young brands once they reach 'adolescence'.

Article

Keith Lucas looks at the dangers of alienating existing consumers with inappropriate product tie-ins.

Case Study

'fcuk' was a strong brand message for French Connection in the 90s but by 2009, it was actively contributing to the fashion retailer's image problems.

Research Paper

This article discusses qualitative research (focus groups) in Japan, which, the author argues, is often not true qualitative research at all but really quantitative in disguise.

Research Paper

The article discusses online gaming and the effectiveness of advertising in that medium. The gaming market is huge and growing, especially among young men.

Article

The article examines the Indian market for luxury and fashion brands, based on a research project in Mumbai among affluent consumers and fashion store managers.

Article

The article argues that disruption (upsetting the norms and conventions of thinking in a market) is essential for business success and can operate at various levels, for example, business, product, marketing and communication.

Case Study

This is a story about positive thinking. The campaign looked beyond consumer research and questioned category behaviour to find inspiration in the positives that come from getting things wrong.

Article

Robin Hilton, Dubit Ltd, reports on WARC's Word of Mouth Marketing Forum, held in London, January 16 2008.

Case Study

In 1997 the French Connection Group PLC embarked on a rebranding of its flagship French Connection line of clothing, which was sold in both department stores and stand-alone company stores throughout the world.

News

Two aggressive and highly successful Britons, known for their different but equally uncouth achievements, have launched an assault on the US celebrity magazine market.

Research Paper

The subject for this Comments piece is the fine line between advertisements that are perceived to be sexy and those that are perceived to be sexist.

Article

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the brand.

Article

In this article, Robert Diamond examines UK retail trading performance and finds declines in many of the big ‘heritage’ brands facing unprecedented types of competition.

Article

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cynic), and advertisers have so many communication alternatives.

Article

James Myers, planning director at Arc, describes ‘tweens’, children aged 8 to 11 who inhabit the half-world between kids and teenagers.

Research Paper

The Dream Economy suggests both a sense of something new and a sense of something contradictory… As the publicity for this conference claims; ‘Dreams are the New Reality, Art is the New Science, ‘Emotion is the New Reason’…..

Article

When network TV was the dominant advertising medium, we all got used to believing that advertising was safely controlled, both in quantity and content, by someone else.

Article

Brinsley Dresden, partner at solicitors, Lewis Silkin, asks whether the calls for a ban on alcohol advertising in the UK are likely to succeed.

Research Paper

This paper uses a case study of an advertising campaign for a basketball brand to argue that applying a holistic involvement model to all participants in the marketing process produces the best results when targeting niche markets.

Article

John Griffiths asks why agencies never take revenue directly from the consumer. He reminds readers that TV production companies, film organisations and broadcast networks all generate funds directly from the public.

Research Paper

This is not a typical advertising paper about market research. The advertising industry is just as responsible for creative market research; however, the years of criticism have obviously taken its toll on the psyche of the market research community.

Case Study

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’.

Case Study

In 1999, Maryland Cookies, owned by Horizon Biscuits, faced intense competition - own label had a 35% share of the market and the company forecast that the brand could fall by 15-20%.

Article

Andrew Harrison of Nestlé Rowntree critically examines current TV performance and practices. He cites complacency, lower audiences and excessive inflation as factors for advertisers being dissatisfied.