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Case Study

Patanjali's Ayurveda-based toothpaste brand, Dant Kanti, used a TV campaign to take on the market giants and grow beyond its category, in India.

Article

The internet-connected fridge grabbed the early headlines around the Internet of Things (IoT), but it’s no longer about appliance makers and FMCG brands taking their first steps into this space.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This article outlines how Asian consumers approach the concept of health and nutrition in food choice making, compared to Westernised countries.

Article

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Case Study

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Case Study

This campaign launched Johnson's Baby Herbal Cooling Bath in Taiwan. The product was developed to refresh a toddler's skin without irritating it during the hot and humid summer months.

Case Study

To launch its Nourishing Oil Hair Care line, Dove Canada needed to earn credibility among hair-involved women, steal share from market leader Pantene and spend less than $1million.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This paper provides an overview of the soap and detergents industry in the United States. It includes companies who make crude and refined glycerin products from fats, or synthetic detergents such as laundry detergents, dishwashing compounds, and personal cleansing bars.

Article

At a time when beauty campaigns are increasingly influential on a woman's idea of beauty, Nazia Hussain from Ogilvy & Mather sets out to explain the cultural constructs which underpin beauty in Asia.

News

NEW YORK: Brand owners such as Procter & Gamble, Johnson & Johnson and The Campbell Soup Company are using eye tracking technology to improve their understanding of consumer purchase decisions.

Case Study

Inspired by his win over cancer, Deluxe Honeydrop’s founder David Luks used his knowledge of the beverage market to challenge popular soft drinks with their sugary recipes, to create a truly natural thirst-quencher that was delicious as well as healthy.

Article

This article from The Advertiser covers an interview with Edgar Sandoval, vice president of marketing and multicultural business for Procter & Gamble, where the importance of gathering, analyzing, and understanding consumer insights is summed up as "Consumer Is Boss." The company's multicultural focus are identified as extending the company's reach, although P&G believe that its penetration of the Hispanic marketplace remains underdeveloped.

Article

This article reviews advertising case histories in which insights have clearly contributed to success for the brand.

Article

This article poses the question of why there are so few case studies demonstrating success in multi-market campaigns.

Article

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this from the top, how consumer needs segmentation influences the product offering and how research has developed from being highly rational to much greater awareness of emotional links with consumers.

Case Study

Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category.

Article

Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the privilege of showing up in movies, TV programs and video games.

Case Study

On June 5, 1997, Wendy Kaufman, known to millions of consumers as "the Snapple Lady," was welcomed back as a brand spokesperson after an almost two-year hiatus.

Case Study

Clairol, Inc.'s Herbal Essence was a top-ranked shampoo in the 1970s. Although it retained a following in California, by the 1990s it had dropped in popularity elsewhere.

Article

Consumer panels are traditionally one of the most important tools in carrying out market research, and the increasing prominence of the internet has the potential for engaging vast numbers of consumers in dialogue to boost loyalty, create advocacy and drive sales.