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News

The international energy drink brand Red Bull, is deploying an intensification strategy in the United States and will help its retail partners by deploying findings from an in-depth behavioural study.

Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

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.

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.

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.

Article

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

Case Study

Motilal Oswal, an Indian financial services company specialising in equity, produced an advertising campaign to improve spontaneous brand recall and increase overall assets under management.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Case Study

Covonia, a British brand of adult-only cough remedies, broke with convention to save the brand while on a small budget and short on time.

Article

Travel site Booking.com has invested in a digital B2B publication that offers premium content to the platform’s hotels and B&B partners.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

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

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

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.