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Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Article

JPMorgan Chase & Co., the financial-services provider, is facing two forms of disruption as both its industry, and the marketing sector as a whole, are evolving at a rapid rate.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Case Study

Propel, a fitness water, partnered with Pandora, a music-streaming brand, to drive product awareness and purchase intent in the US, using rich media units.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

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

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Case Study

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Case Study

This case study explains how Gatorade, a non-alcoholic beverage brand, turned the Super Bowl into a platform for brand engagement through the use of Snapchat.

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

This article details how brands are successfully using social media videos to engage with consumers and notes some ways in which they do this.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Article

This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.

Case Study

This case study describes how B'lue, a new water-based drink, launched in the Philippines by building a strong association between a new movement and the product.

Case Study

This case study discusses how the Bank of Montreal used its sponsorship of NBA Canada, the basketball association, by creating a unique remote-control talking basketball - that spoke the language of the fans, and connected with the bank's target audience of young people.

Case Study

This case study shows how B'lue, a drink brand, increased sales and brand awareness in the Philippines by using Batman vs Superman branded content As sales in the soft drinks and juices market were declining, B'lue wanted to become millennial's alternative drink of choice.

Case Study

This campaign study shows how PepsiCo, a food and drinks brand, sponsored a large scale sports event in order to build brand equity and increase sales in the UK.

Case Study

This case study describes how Gatorade, an American manufacturer of sports beverages, cemented the legacy of a leading female athlete by deactivating her social media accounts.

Case Study

This case study describes how Getorade, a sports drink developed in the US, boosted Getorade's brand image by releasing a film featuring footballer Lionel Messi.

Article

This article aims to provide marketers with an overview of Snapchat, the photo and video messaging platform, that has recently opened up to publishers and brands, and now reaches 41% of 18-34 year-olds.

Article

This paper outlines a process to help avoid making costly mistakes in giving feedback on creative advertising ideas.

News

NEW YORK: Gatorade, the sports drink manufactured by PepsiCo, makes driving "brand love" one of the core goals behind its marketing communications.