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Article

Brands can be deterred from using influencers for any number of reasons, but not all are necessarily valid.

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

News

NEW DELHI: Food and beverage brands in India are taking the trend towards marketing in regional languages a stage further to embrace product packaging as a way of reaching more consumers.

Article

Reveals the four levels of cyborg creativity, from simple automation to higher-order creativity, and discusses what the new cyborg agency of the future might look like, and how to achieve it.

Article

Through a genetic study uncovering the science behind love or hate for its product, UK brand Marmite launched a PR-heavy campaign that once again played on its "You either love it or hate it" message in a fresh way.

Article

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Case Study

This case study shows how Nutella, the chocolate spread brand, convinced Taiwanese mothers that Nutella is a suitable breakfast option by setting up a social media competition.

Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of Chocoladefabriken Lindt & Sprüngli AG, the owner of brands such as Lindor.

Article

This Company Profile from Euromonitor provides key details and analysis of Ferrero SpA, the owner for brands such as Kinder and Ferrero.

Article

This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.

Article

This event report shows how companies are using "mobile outsourcing" to enhance their marketing research.

Research Paper

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

Case Study

This case study shows how Nutella, a chocolate spread brand, made the most out of a global fan-driven holiday by using a contest - increasing both sales and brand equity in the US.

Article

This essay argues that the new era of personalisation makes the old adage "the customer is always right" truer than ever before.

Article

This article argues that marketing should move beyond personalisation to embrace data-driven relevance and real-time messaging that meet the expectations of digital consumers.

Article

This essay argues that personalisation is a concept rooted in the Western idea of the stable individual as portrayed by search histories, and that a more fluid conception of the self is needed.

Article

This essay argues that the crude collection of data resembles stalking: knowing the facts about a person does not constitute a relationship.

Article

This article argues that personalisation will only benefit marketers when it delivers against the underlying needs of consumers and it is, nevertheless, likely that fewer and better campaigns targeted at key market segments will remain the best communication strategy.

Article

This article argues for the importance of packaging in brand-building as part of the marketing mix.

Case Study

This case study shows how a campaign for UK food brand Marmite deliberately created a national scandal to turn around falling sales.

Research Paper

Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Research Paper

Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites.

Research Paper

The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity.