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Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

Case Study

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Article

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.

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.

Case Study

10KSA, a holistic health movement, raised breast cancer awareness in Saudi Arabia by reaching out to women via social media, especially appointed ambassadors, film, volunteers and the press.

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.