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Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.

Article

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

Article

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

Article

This Company Profile from Euromonitor provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Research Paper

This report suggests some key elements in driving the success of an insights department in order to help it contribute to the broader business agenda.

Article

This article provides an overview of the behavioural economics concept of status quo bias, our preference for the current state of affairs, often motivated by a wish to avoid change.

Article

This article demonstrates how brands can use packaging to convey their stories and build up a mythology around them.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

This event report explains how NME, the music magazine, has adapted to the digital age by focusing on digital and making its print magazine free.

Opinion

This is a guest post by Wiemer Snijders, consultant on marketing, branding, and advertising effectiveness at The Commercial Works.

Article

This article describes how marketers should not focus on future technological developments but instead take full advantage of the current Maker Movement subculture.

Case Study

This case study looks at Jack Daniel's, the whiskey brand's, campaign in Australia to maintain prominence by setting up the world's first crowd-sourced bar.

News

AMELIA ISLAND, FL: Brown-Forman, the spirits group, has made effective use of mobile to extend its physical events into the digital space – and thus reach new audiences in engaging ways.

Research Paper

This paper explores how learning from neuroscience, experimental psychology and behavioural economics can be used to invigorate established qualitative research methods and pioneer new approaches.

News

HANGZHOU: The Netherlands has become the latest nation to attract the attention of Alibaba as the Chinese ecommerce giant ramps up its global ambitions with a series of deals with Dutch companies.

News

LONDON: Spotify, the music streaming service, believes it can become an effective "add-on" to radio, increasing reach and bringing more money into the medium, according to one of its executives.

Case Study

This case study describes how Beam Suntory, a global spirits supplier in the USA, pioneered a way to use data analysis and identify key influencers to better utilise word-of-mouth alongside TV spend.

Article

This article explains how one agency delivered a successful campaign which took only 14 days to produce, and draws out some lessons from that experience.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Article

This article explains how brands can use behavioural economics to be more successful.

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

Article

This essay argues that Big Data cannot give the insights that are vital to great creative work, it can provide crucial guidance along the way to these insights.