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Article

Toymaker Lego has successfully diversified its media channels to embrace theme parks and movies but physical stores remain a vital part of the brand experience.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Kraft Heinz's chilli sauce brand, Sambal ABC, grew market share in Indonesia with an integrated multimedia campaign.

Case Study

LEGO, the toy company, increased sales in emerging Asia by showing the importance of creativity through events and a social media campaign.

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

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Case Study

Sky, a UK telecoms and entertainment company, used a plethora of Hollywood films and stars over a five-year period to show British consumers why Sky Broadband was the best network provider.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

Article

This Company Profile from Euromonitor provides key details and analysis of LEGO Group. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Case Study

This case study looks at how LEGOLAND Florida, a theme park, overcame the challenge of being in an inconvenient location by making the drive seem insignificant to choosing the resort as a vacation destination.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.

News

BILLUND: LEGO, the Danish toymaker, is streamlining its management structure as it seeks to improve its ability to implement marketing strategies and react to new trends.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

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.

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.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Case Study

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

Article

Publishers are struggling to adapt their business models to the demands of the digital age, except when it comes to children, for whom the publishing industry is flourishing.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.