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Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

Research Paper

This paper sets out research by Luxottica, owner of eyewear brands including Ray-Ban and Oakley, to understand why consumers in developing economies tend to resist the adoption of corrective eyewear.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

News

ORLANDO, FL: Brands must not neglect the "growth market" of older consumers to focus solely on youthful audiences, a leading executive from Harley-Davidson has warned.

Research Paper

Star power, genre, sequel, and word of mouth (WOM), are among the critical factors affecting a film's box-office success.

Article

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.

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.

News

MUMBAI: After a successful first year of operation, the Pepsi MTV Indies television channel is looking to increase its engagement with its youth audience through live events which will also generate additional content for the channel.

Article

This article explores the ever-present desire of people for greater convenience and an easier path through every day tasks - and rising expectations for brands to help.

Article

This article presents 10 key trends for 2015, each of which creates opportunities for brands to serve, delight or surprise their customers.

Article

This article discusses two emerging trends - status deniers and brand fanatics - both of which are developing from the diversification of status and the shift towards more 'democratic' signifiers.

Article

This article describes the rising expectations consumers have of brands to behave ethically, including making sacrifices for society and the planet.

Article

This article looks at how businesses can improve their customer service by creating a culture of politeness, not just in their own interactions but by encouraging good behaviour in customers too.

Research Paper

This paper sets out how Luxottica, the eyewear company, used a 360-degree research program in seven countries to connect with Millennial consumers and drive its future brand strategy.

Article

This article outlines key consumer trends so that marketers can understand themes and spot nascent trends.

Article

This article explains how brands can use 'sympathetic pricing' - flexible pricing which ease lifestyle pain points - to show they care or build on shared values.

Article

This article describes the trend of brand 'maturialism' - quirky and daring campaigns that grab attention.

Article

This article describes the 'internet of caring things', an extension of the 'internet of things' which include caring for consumers including through monitoring.

Article

This article describes a growing trend towards consumers wanting brands to help them become the people they want to be.

Article

This event report describes how Warby Parker, the eyewear retailer, developed a new online approach to the category with a heavy focus on customer service.

Article

This article describes a growing trend towards entrepreneurialism and explains how brands can make the most of it.

Article

This short article explores the rise of the trend 'bitter truths': a consumer appreciation for brands that constructively speak out about individual or social ills.

Article

This article discusses the trend 'sweat equity' where brands create a demanding experience for consumers.

Article

This article describes 10 global trends expected to shape the industry in 2014. The trends are: seeking guilt-free experiences, crowdshaped products and services, 'green' innovations from China, concern about data privacy, personal devices including features that 'care' for people, large companies moving focus out of the usual big cities, faster response times indicating quality, services that pre-empt consumer needs, flexibility in services, and national heritage becoming less important.