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Opinion

Catherine Barr shares the four golden rules of transcreation she’s learnt setting up creative translation agency franklyfluent.

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Article

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.

Case Study

Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous way.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Lipton, Brooke Bond and PG Tips.

Article

Discusses the factors to consider when creating the identity of a new brand launch.

Article

This book by Sam Knowles shows readers how to tell powerful and purposeful stories by using data and statistics as the foundations and provides the tools, permission, and confidence to use data with more impact.

Case Study

Yorkshire Tea, a British tea brand, increased market share in the UK by launching a campaign that featured celebrities as its factory workers.

Case Study

PG tips, the tea brand, used social media GIFs to increase awareness of its black tea varieties in the UK.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Case Study

Brawny, the US paper towel brand, changed its iconic ‘The Brawny Man’ to a woman as part of its #StrengthHasNoGender campaign to compete with the industry Goliath, Bounty.

News

GLOBAL: Unilever, the consumer goods giant, launched its Sustainable Living Plan in 2010 and eight years later it appears that its global social and environmental initiative is also delivering solid commercial benefits.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Article

This article looks at poor health literacy and how it can be improved with behavioural science, which is aiding better comprehension among patients.

News

ATLANTA: There has been a sharp increase in the number of "tobacco incidents" in top-grossing movies over the past six years, according to a new study which calls for films depicting smoking to be re-rated to protect younger viewers.

Case Study

This case study explains how the Salvador Dalí Museum, located in Florida, US, created an interactive exhibition to attract millennial and out-of-state visitors, and promoted the exhibition with a social media video.

Case Study

This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.

Opinion

Gareth Kay argues that words will never do justice to the best that our brains can create. So it’s time to think less verbally and think more expansively about how marketing communications can work.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Article

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

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Article

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.