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Article

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

Article

Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

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.

Case Study

The Weather Company, an IT company that is part of the IBM Watson division, introduced Watson Ads, an industry-first solution that interacts with consumers through advertising, in the US to inform marketing strategies.

Case Study

Toyota, the car company, used a PR strategy to provoke a debate and get more people in Japan to test drive its new Prius car model.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

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).

Case Study

This case study details how The New York Lottery, a jackpot game, reversed declining sales by tapping into New Yorkers' 'can do it better' attitude with the 'You'd Make a Way Better Rich Person' campaign.

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.

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.

Gunn Report

Contains the film creative 'The Longest Chase' for Toyota Prius by the agency Saatchi & Saatchi in the US.

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.