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

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.

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.

Research Paper

This paper discusses results of the Latino Influence Project, a research initiative carried out among the US Hispanic population to quantify the extent to which Latinos are influencing the non-Latinos around them.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.

Article

This report summarises a briefing by InSites Consulting on how brands can go about engaging Generation Y (or Millennials), a group that tends to have an aversion to traditional marketing methods.

Case Study

To launch Magnum Gold, the ice-cream snack brand, as a global product, this fully integrated campaign engaged consumers in a launch that leveraged celebrity in a new way.

News

LONDON: Apple has been named as the UK's coolest brand, taking first place from luxury car brand Aston Martin in the 2012 CoolBrands rankings.