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Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

NEW YORK: Media and social brands, including Fox News, MSNBC, Twitter and Instagram, feature for the first time in a list of America's Top 50 Most Patriotic Brands.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

News

NEW YORK: Fiat Chrysler, the automaker, has enjoyed digital success by seeking to more actively reach consumers at the "Is it right for me?" moment.

Article

This event report demonstrates how Fiat Chrysler, the automaker, has successfully engaged consumers by targeting the "Is It Right for Me?" phase of the purchase journey.

Case Study

This case study shows how Land Rover, a car-manufacturing brand, created the 'greatest Valentine's Day gift ever' and used traditional mass media to target just four specific New Zealanders.

Article

This event report highlights some woeful – and outstanding – uses of technology by organisations and considers why some can get it so expensively wrong.

News

SYDNEY: Jeep's new Grand Land campaign has seen a surge in dealership traffic and test drives of the Grand Cherokee model, as the automaker not only promotes a spirit of adventure but offers consumers the chance to own a piece of Australia.

Article

This article describes how SUV brand Jeep launched a campaign in Australia that would drive people to their interactive website and increase sales for its Grand Cherokee.

Article

This article offers six practical issues video creators must consider when optimizing video content for Asia's mobile-driven landscape.

News

ORLANDO, FL: Alfa Romeo, the auto marque owned by Fiat Chrysler, is tapping into the concept of "the better life" as it aims to fuel sales among luxury consumers.

News

SOUTHFIELD, MI: More than half (52.8%) of US car buyers kept to the same brand when buying a new vehicle in the first quarter of 2015, the highest loyalty rate for a decade, according to analysis of recent car sales.

Case Study

This case study explains how Toyota increased sales of its 2014 4Runner SUV model by using a targeted integrated campaign.

Article

This event report describes how Alfa-Romeo, the automotive brand, was relaunched after gaining valuable insights into the luxury car buyer and positioning itself as a different kind of car.

Article

This article gives a different view of brand loyalty, arguing that measuring loyalty by length of association is old-fashioned, and in the modern, choice-rich world depth of association is more important.

Research Paper

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.

Article

This event report looks at six ways of building brand influence outlined by the chief creative officer at the DDB Worldwide agency, in all of which he stresses the importance of relevance.

Case Study

This case study describes how car manufacturer Audi combined technology and prestige in a single idea to make the lives of potential premium-model Audi buyers easier and help the brand make an impact in a competitive market in Brazil.

Case Study

This case study describes how the Chrysler-owned Jeep took advantage of new native mobile ad opportunities to raise US awareness of its all-new Cherokee, while reinforcing its brand positioning.

Case Study

This case study explains how Jeep, the auto brand, increased sales in Australia with a campaign that improved consumer perceptions of the marque.

News

NEW YORK: Chrysler, the automaker, has boosted its mobile marketing efforts in the last year, and is also making progress in the key area of measuring effectiveness on this channel.

Article

This event report discusses how Chrysler, the automaker, is seeking to connect with consumers as they move seamlessly between different devices and screens, from television to smartphones and tablets.

News

ATLANTA: US automakers Ford and Chevrolet made the most memorable Super Bowl ads in 2014, but light-hearted rival spots from Toyota and Audi were more likely to influence buying behaviour, a new survey has suggested.

Article

This article discusses the importance of brand names in communicating the brand identity, arguing that names can be inappropriate and detract from potential success.

Article

Using research from social psychology, this article argues that consumer identities frequently change, meaning that by the time a brand has adopted a positioning, the consumer may have moved on.