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Case Study

Mouthwash brand Listerine used influencers in an online campaign to persuade millennials in Malaysia to develop a mouthwash habit.

Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

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 event report outlines five key principles which marketers should consider in seeking to connect with consumers.

Article

This event report addresses how Johnson & Johnson is seeking to transform the marketing efforts for its consumer-facing brands.

Article

This article explores the current thinking and reading on the subject of sports marketing, aligning a brand or product with an event or team.

Article

This article explores how to make effective online video through four elements: emotion, reasons to believe, narrative conventions, and sense.

Article

This Company Profile from Euromonitor provides key details and analysis of GlaxoSmithKline, the owner of brands such as Aquafresh and Sensodyne.

Case Study

This case study explains how Listerine, the mouthwash brand, used its sponsorship of the FIFA World Cup to drive a content marketing strategy and build its social media following around the world.

Research Paper

This paper details the development of a mobile research platform to better understand the relative effectiveness of media channels, and gives case study examples of the impact of this method in the US and Australia.

News

CHICAGO: Johnson & Johnson, the healthcare giant, is reaping the rewards from pursuing partnerships that are "smart", "strategic" and "able to scale".

Article

This report describes how Johnson & Johnson (J&J), the healthcare company, has modelled its sponsorship approach on the pledge of 4-H, an American youth development organisation.

News

NASHVILLE: Johnson & Johnson, the pharmaceutical and packaged consumer goods giant, has announced that it is switching the focus of its market research to a cross-company system for its major brands.

Article

This report describes how Johnson & Johnson (J&J), the pharmaceutical and consumer goods company, is aiming to become more of a consistent global organization, despite previously finding success by decentralising its marketing programs.

Opinion

Last week was a buzz of activity at Brand Learning as we partnered with Google to share the latest thinking on Re-Mastering Marketing at their 12th March 'Think Branding' conference .

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.

Article

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

Research Paper

This paper looks at the future role of mobile in market research, now that technological advances are coming close to realising the channel's full potential.

Article

A conference report focusing on how two brands, Listerine and Virgin Mobile, are creating digital content that is specifically designed to "go viral" and be shared among online social networks.

News

NEW YORK: PepsiCo, Procter & Gamble and Reckitt Benckiser were some of the brand owners that rolled out the most popular new products of 2011 in the US, a study has shown.

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

Article

Traditional market research methods result in an 80% failure rate in innovation. A better approach is not to listen to what customers say they want but rather to concentrate on the tasks customers want to fulfil, thus shifting the focus onto more observable and objective ways of identifying customer needs.