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Article

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

Article

Two particular consumer trends give brands new ways to think about how they can use data to be relevant and helpful according to researcher Mintel.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Article

Branded content is an opportunity for media owners, with platform specific content and quality top of mind for consumers according to new research by Financial Times.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Article

Word of mouth can serve as a leading indicator for short-term sales, and thus represents a powerful consideration for marketers.

Case Study

Citrix, an American multinational software company, increased site traffic and share of voice by creating an entire digital ecosystem to reach business and IT decision makers.

Article

Offers advice on how experiential might work in different ways for a brand, using examples from the likes of David Lloyd, Jet Blue and The Economist.

Article

Outlines each brand asset type and when they should be used to be most effective, as well as explaining how to build a distinctive asset palette.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

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

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

In an era of digital disruption, beauty business L’Oréal has succeeded by changing before the need for change was thrust upon it.

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

This article provides guidance and reading on the tactic of stunt marketing - a form of experiential marketing that aims to generate buzz and boost engagement.

Opinion

“To look at where the future is heading, don’t look at consumers but at the expectations that are created by the innovations on which they are lavishing love and attention today,” Henry Mason, managing director of Trendwatching, advised an audience at ad:tech London.

Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Article

The Association of National Advertisers (ANA) has attempted to drive change in the marketing ecosystem, and has seen many areas of success as a result of these efforts.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

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.