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Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

Article

Nestlé, the food and beverage company, is taking a nuanced approach to measuring the impact of its output on social media.

Article

Nestlé, the food company, is exploring voice-activated technology as a means to engage with consumers in new and powerful ways.

News

BEIJING: China remains by far the largest market for instant noodles in the world, but declining sales have led to speculation over whether this trend signals wider changes in Chinese society.

Case Study

Ben & Jerry's, an ice cream brand, launched a campaign in Spain to raise awareness and tackle social issues, focusing on a relevant environmental issue at a local level.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

News

MINNEAPOLIS: General Mills, the Minnesota-based food giant, is undergoing a comprehensive restructure that will see the creation of a new global CMO role as well as four worldwide business groups.

Article

This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Research Paper

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

Case Study

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival.

Case Study

The case study describes how Breyers, an old-fashioned American ice cream brand, reinvented its image as a post children's bedtime indulgence to reverse its declining sales.

Article

This event report shows how Postmates, the on-demand delivery service, has built its business by encouraging "bottom-up" and "top-down" demand among consumers and brands respectively.

Article

This Company Profile from Euromonitor provides key details and analysis of General Mills, Inc, the owner of brands such as Green Giant, Häagen-Dazs, Betty Crocker, Cheerios and Yoplait.

Article

This Company Profile from Euromonitor is the third part of three, providing key details and analysis of Nestlé SA in the confectionery, ice cream and condiments sector.

News

LONDON: British Airways, the airline, has emerged as the UK's top consumer brand for the second year in a row, according to the latest Consumer Superbrands survey, with luxury watchmaker Rolex keeping its second spot.

Article

This article reviews and summarises the book 'The Meaningful Brand: How strong brands make more money', by Nigel Hollis.

Article

This event reports looks at how brands can utilise an understanding of how the brain works to produce more effective work using human senses and emotions.

Article

This event report shows how General Mills, the food group, has put purpose-driven marketing at the heart of its strategy.

Article

This event report discusses how General Mills is pursuing the idea of purpose-driven branding. As it began working on this project, the company called on specialist help from Joey Reiman, an academic and author on the subject of brand purpose, to help formulate its strategy.

Article

This report examines the value of a brand's 'Country of Origin', through research into how consumers define the concept and how important where a product is 'Made In' is to a brand's strength, story and differentiation.

Article

This event report discusses how General Mills, the food group, is seeking to derive the maximum benefit from its qualitative insights, both on their own terms and when mixing this information with quantitative research.

Research Paper

This paper examines how marketers can make the best use of digital media in China with a comparison between traditional television and online video advertising.

Article

This article describes five broad based and inexpensive measures that General Mills, the food producer, uses to achieve 'holistic measurement' in the US.

Article

In this long and detailed article, Martin Weigel, planning director of Wieden+Kennedy Amsterdam, draws on empirical evidence from marketing science to challenge many of the assumptions and received wisdoms of advertising and propose a better approach to brand communications.