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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.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

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.

Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

Research Paper

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

Opinion

Long ago, I had an interview in New York with a well-known advertising agency. In the last of a round of interviews, the head of human resources used a phrase that I've heard with increasing frequency over the intervening years.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This report discusses examples of how virtual reality and artificial intelligence are currently being used in consumer research and possible future directions.

Article

This event report outlines some of the core technological trends to have emerged from CES 2017.

Article

This event report outlines some of the most important technology trends for 2017, based on insights from the Consumer Technology Association (CTA).

Case Study

This case study explains how Moskito Guard, a DEET-free insect repellent, used a multi-channel campaign to create awareness of the new product in the UK.

Article

This article examines how brands can acknowledge and support active and retired members of the military, suggesting a number of ways other companies can get involved.

Case Study

This case study shows how Rogaine, a hair regrowth brand, increased sales in the US by using influencers to address the issue of men's hair loss humourously.

Research Paper

This paper describes a UK research project for Twitter, the social network; it examines the impact Twitter has had on language and culture and vice versa, to help brands better engage with its audience.

Case Study

This case study shows how Alpenliebe Juzt Jelly, a candy brand, turned its declining Indian sales numbers around by refocusing its target audience from children to adults.

Case Study

This case study explains how online retailer Zalando used micro-targeting to make people living in small towns and villages feel special - and increase sales.

Article

This event report outlines how Marriott International, the hotels group, is pursuing a dynamic digital marketing agenda.

Article

This article discusses the future of brand consultancy, arguing that the current model is not fit for purpose; the new breed must place consumer insight at its heart.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

Article

This event report outlines the criteria considered by Marriott International, the hotels group, when formulating partnerships and creating its own events.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Article

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.