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News

SAN DIEGO: Kia, the automaker, saw success by leveraging a chatbot on Facebook Messenger as part of the launch campaign for its Niro hybrid vehicle.

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.

Article

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

Research Paper

This article argues that commercial advertisers should borrow from the strategies employed during the 2012 and 2016 election campaigns in the US to improve the effectiveness of their own marketing efforts.

Article

This event report discusses trends around brand purpose and provides examples of purpose-driven brands that have seen positive business results.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Article

This event report outlines how some leading brands seek to combine making profits with a sense of social responsibility that extends beyond CSR programs.

News

PALM DESERT, CA: Toyota, the automaker, believes its long-term partnership with Yahoo's Fantasy Football has provided its brand with a unique set of online and offline benefits.

Article

This event report shows how Toyota, the automaker, has utilised a tie-up with the Fantasy Football service run by Yahoo! to connect with consumers both online and offline.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Case Study

This case study describes how Toyota Norway gained sales for its hybrid cars by increasing the number of test drives taken.

Case Study

This case study explains how Toyota, the car manufacturer, changed its sales event advertising in the US to give the brand a more human face, For two year's Toyota's national sales event advertising was declining in effectiveness, and it needed to change that.

News

WASHINGTON, DC: Following a number of difficult years, carmakers in the US are upbeat about their prospects for 2015 as the economy continues to improve and falling petrol prices mean consumers have more disposable income.

Article

This event report shows how Toyota has developed a new total-market communications strategy, as the automaker modifies its approach to multicultural marketing.

Article

This article demonstrates the importance of innovation to brands and how to brand innovation once it has been developed.

Article

This article demonstrates the best way of exploiting a new innovation and how to far to stretch it.

Case Study

This case study describes a campaign by Toyota to promote its AQUA eco-friendly car model in Japan, using visible social action projects to enhance its environmental credentials and increase sales.

Case Study

This case study describes how Ford, the automotive company, launched its new C-MAX hybrid car in the US with a comparative campaign that challenged the dominance of the leading model: the Toyota Prius.

News

NEW YORK: Brands need to understand consumers' unconscious attitudes as well as their rational decisions, and should rethink their targeting and positioning strategies accordingly, a new study has argued.

Case Study

Toyota, an automaker, promoted its subcompact Yaris model to young consumers in the US with this campaign.

Article

This article discusses Added Value's Cultural Traction 2013 survey interviewed over 60,000 people about 160 brands to find out which ones are culturally relevant and future-focused.

News

LONDON: Toyota, Ford and Honda have topped the Interbrand 2013 list of 50 Best Global Green Brands, with Nissan and Volkswagen also appearing in the top ten.

Article

This paper argues there is a systematic way for brands to maximise profits while doing good and believes planners are well positioned to make this happen.