Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index

199 results found
Sort by

News

CAMBRIGE, MA: From chatbots handling routine customer service inquiries to high-powered strategic consultancy work, there are few business areas immune from the advance of artificial intelligence.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

News

CHICAGO: Indian Motorcycle is giving "old-school" marketing a key role in its strategy as the brand seeks to engage with current and potential riders and, ultimately, drive new purchases.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Case Study

This case study explains how Milwaukee Public Museum turned a struggling museum into Hollywood with its 'MPM: Big Is Here' campaign in the US.

Opinion

Anvar Alikhan dives into the brand building that has made the motorcycle company Royal Enfield the market leader in India, with 90% market share.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Article

This short article looks at Mark Batey's 'Brand Meaning', which takes a holistic look at how consumers find and create meaning in brands, and explores the fundamental elements that connect people with products.

Research Paper

This research examines the retrospective buying behaviour of customers acquired by a new brand, both at category and brand level.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Case Study

This case study describes how Miller High Life, a US economy beer, established significance with millennials by identifying with their interest in experience over possessions.

Article

This article argues that ad agencies are suffering from a lack of differentiation and must avoid the negatives of commoditisation by reinventing themselves.

Research Paper

The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, "Consumer's Online Brand-Related Activities" (Muntinga, Moorman, and Smit, 2011).

Article

This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

News

ORLANDO, FL: Brands must not neglect the "growth market" of older consumers to focus solely on youthful audiences, a leading executive from Harley-Davidson has warned.

Article

This event report shows how Harley-Davidson, the motorcycle manufacturer, drove growth among both older and younger consumers at the same time.

Research Paper

Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Research Paper

Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing.

Article

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

News

NEW YORK/TORONTO: Fathers are a neglected opportunity for marketers, according to a new study that highlights their sometimes profligate spending habits, compared to mothers, and their greater brand loyalty.

Article

This Company Profile from Euromonitor provides key details and analysis of Discover Financial Services.

Case Study

This case study explains how BMW increased the market share of its Motorrad motorbike model in the US by using a more efficient allocation of media spend.