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Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Opinion

The consumer of the future lies at the point where consumption and creation meet, according to futurologist Magnus Lindkvist.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Case Study

Energy brand Red Bull reinvented its content strategy on Facebook to become relevant to the Indian audience, while staying true to the brand's values.

Case Study

Oasis, a soft drink brand, reversed its declining UK sales by devising a brutally honest campaign.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Case Study

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

Case Study

This case study shows how Frucor's brand V Energy had success with its 'The Massive Hit that Improves You A Bit' campaign in Australia despite increasing regulatory and lobbying pressure for its caffeine and sugar content.

Opinion

B2B marketing has existed in a tradition for a long time, but now the same impact that technology is having on the expectations of consumers is also affecting business buyers, argues POSSIBLE’s Thomas Stelter.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Opinion

Is there a way to do purpose right? If so, how can a business make it feel authentic? Cindy Gustafson, Chief Strategy Officer, Mindshare North America, and Joe Maceda, Managing Director, Invention Studio Lead, Mindshare North America, take a deep dive into the most interesting campaigns from Cannes Lions to uncover how brands can create smart, purposeful work.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Case Study

This case study shows how the Spanish Christmas Lottery, a holiday lottery ticket, successfully increased its sales in Spain by developing a social media campaign where users could follow the everyday lives of its campaign ad's fictional characters.