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Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

News

GLOBAL: China no longer produces mere goods; in recent years, the world’s most populous country has shifted away from the image of a cheap producer at scale, toward becoming the innovative home of trusted companies.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Opinion

Despite increased awareness of behavioural economics in the industry, little advertising is shaped by using it.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Case Study

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Case Study

Budweiser, the American beer brand, turned a physical product into media to increase sales among hockey enthusiasts in Canada.

Case Study

Manulife Bank, the Canadian bank, increased mortgage sales through a program designed to drive consumers through the purchase journey, starting with a movie-like trailer.

News

NEW YORK: Anheuser-Busch InBev, the brewing giant, is shaping brand-building efforts for beers such as Budweiser using the “3Ps” of purpose, product and passion.

News

NEW YORK: IBM, the technology company, is leveraging “business-to-individual” (B2I) marketing as it seeks to reach members of its target audience in meaningful ways.

News

GLOBAL: Lenovo, the Beijing-based technology firm, is the Chinese brand that has made the biggest impact in international markets, according to a new report that highlights innovation as the key to the success of China’s leading brands.

Article

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.