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Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

News

SHANGHAI: China’s most affluent young women are snapping up luxury sports cars as a symbol of their newfound wealth and status within Chinese society, according to new data.

News

DETROIT: Car owners’ attraction to new vehicles remains strong, according to the J.D. Power 2017 U.S.

Article

This short article lists the books that influenced Antony Mayfield, partner and CEO at Brilliant Noise.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Article

In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.

Article

This article examines the future of the web and the way in which it is being pulled in two very different directions, and how marketers should respond to this.

Article

In this article, the authors argue that companies that imitate instead of innovate either in terms of product or company processes are doomed to conform to a pattern of failure.

Article

This article highlights the persistent value of small data despite the present obsession with big data as the main source of relevant insights.

Research Paper

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

Case Study

This case study details how Porsche, the car company, used virtual reality to help more people in the US experience what it is like to drive a Porsche.

Case Study

This case study explains how Mercedes-Benz, the car company, used a hologram to promote its new GLC SUV model in Australia.

Article

This event report looks at the current developments in cars, as the industry undergoes massive change in which the fuel becomes electricity, the isolated box becomes connected, and sharing overtakes ownership.

Article

This event report outlines how adidas, the sporting-goods group, has successfully "crashed" the NFL Scouting Combine, an annual try out for aspiring football stars, in each of the last four years.

Article

In this article, Ted Florea, chief strategy officer at PNYC, discusses the books that have influenced him the most.

News

LONDON/MELBOURNE: Creative agencies are in a financial hole and will have to embrace science-driven creative if they are to climb out, a leading industry figure has argued.

Article

This article argues that science-driven creative can help agencies address the lack of valued differentiation and consequent loss of price-setting discretion.

Article

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

Case Study

This case study looks at how German car manufacturer, Audi made the brand's historic involvement in motorsports visible to German audiences with #WelcomeChallenges.

Case Study

This case study details how Jaguar, the British car manufacturer, reversed years of negative perceptions of reliability and quality with a Super Bowl campaign launch that played on the Hollywood idea of the British villain.

Case Study

This case study describes how Lexus built awareness of the new Lexus NX vehicle in Australia by using targeted interactive media.

Article

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

News

SOUTHFIELD, MI: More than half (52.8%) of US car buyers kept to the same brand when buying a new vehicle in the first quarter of 2015, the highest loyalty rate for a decade, according to analysis of recent car sales.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.