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News

NEW YORK: Five technology firms are included in the top five spots of a new ranking of the 100 most valuable brands in the US, which also examines various factors underpinning brand success.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Article

This article looks at how brands intending to influence the behaviour of potential consumers must learn to understand the fundamentals of improving brand salience.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This Company Profile from Euromonitor provides key details and analysis of Philip Morris International Inc, the owner of brands such as Marlboro, L&M, Chesterfield and Parliament.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

News

RICHMOND, VA: A new image, direct mail, promotions and content marketing have helped Marlboro, the Philp Morris cigarette brand, regain market share among millennial smokers.

Case Study

This case study describes how the charity Cancer Research UK campaigned to bring forward standardised cigarette packaging to help prevent children from taking up smoking.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

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

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Article

This article argues that the way brands should adapt to the era of personalization is by taking advantage of their mythodological capabilities by creating stories that can become adaptable when shared with others.

Article

This event report covers a master-class on creativity from Dave Trott, suggesting that creativity is a synonym of out-thinking the competition, looking for ideas elsewhere, and never losing sight of real people.

Research Paper

William ‘Bill’ Schlackman played a major role in the development of qualitative research in the UK. His experience in psychotherapy, clinical psychology and motivational research, as well as his relationship with Ernest Dichter, helped form what we know as qualitative research today.

News

JAKARTA: BCA (Bank Central Asia) tops a list of Indonesia's most valuable brands in which banks feature prominently, accounting for one quarter of the total value of the top 50.

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.

Case Study

This case study describes how Cancer Research UK ran its campaign to standardise cigarette packaging.

Article

This article argues that big data does not inspire creativity, but it could contribute to a creativity renaissance by making it easier to collaborate and practice using judgement.

Article

This article argues that the brand will continue to be important even though people have greater access to online comparison tools.

Article

This article argues that the most effective ads are emotionally appealing as these are processed subconsciously and build empathy.

Case Study

This case study explains how Cancer Research UK, a charity, used an online film and advertising to increase the impact of its government lobbying activities.

Research Paper

This paper shows how the Chinese Zodiac can provide a model for gaining a deeper psychological understanding of the true emotional meaning of brands among Chinese consumers.

Article

This essay argues that the nature of brand building has changed as the way culture, commerce and innovation interact has changed.

News

NEW YORK: Google has leapt into the top spot in the rankings of the world's most valuable brands, as its innovative approach contrasts with the previous leader, Apple.

Article

This article discusses the common pitfalls found in brand positioning, arguing that in order to be effective brand positioning should have a strong message that some people love, and some people dislike or even hate.