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Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

News

BEIJING: Mao Zedong once said that “women hold up half the sky” and while that nostrum has yet to have much impact on the upper levels of China’s political landscape, it is much more evident in business and the economy where ...

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

Case Study

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

News

STOCKHOLM: Swedish retailer IKEA is radically shifting its sales strategy from its famous blue and yellow outlets on the outskirts of cities as it tests sales through big e-commerce websites, new city-centre formats, and radical digital design ...

News

COLOGNE: Better homes create a better society, according to IKEA’s chief marketing officer, and it is this belief that helps the home furnishings brand focus on a long-term vision in a sector that is changing along with every other.

Article

This article explains how IKEA's brand purpose remains relevant and embraces change in the business of home furnishings.

Opinion

The smartphone is, to most of us, indispensable, and more frequently used than any other device. Though Apple began the smartphone era as we know it today with the original iPhone in 2007, the latest iteration, iPhone X, will test the loyalty of consumers to the device that placed the phone into the mainstream of our lives.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

News

LONDON: Marketers need to leave themselves the flexibility to respond to events on which they can successfully piggyback their brand, as the recent experience of furniture retailer IKEA has demonstrated.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Case Study

This case study details how IKEA, a home furnishings and décor brand, re-framed itself from cheap store to style guide in the eyes of students with its 'Find Your Style 101' campaign in the US.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.