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Article

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

Article

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Article

Offers eight ‘frames’, from emotional, to historical, that can be used as a practical guide in designing content to align with context.

News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

Article

The Financial Times favours direct relationships with advertisers which theoretically reduces its exposure to fraud.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Article

This report provides a range of views on the challenges facing programmatic advertising, with contributions from senior executives from organisations including ISBA, representing UK advertisers, Guardian Media Group, Saatchi & Saatchi, the ad agency, and Google.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

News

BOSTON: Rolex, the luxury Swiss watchmaker, is the brand with the best corporate reputation in the eyes of consumers, according to a new global survey.

Article

This event report looks at how Patrón, the ultra-premium tequila brand, approaches consumer segmentation.

Article

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

Case Study

This article describes the strategy behind the launch of the Arccos golf app, which helps golfers improve their game by offering stat tracking and analytics that inform their on-course decision making.

Article

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

News

BOSTON, MA: Rolex, The Walt Disney Company and Google are the companies which possess the best corporate reputations in the eyes of consumers, according to a new study.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan.

Article

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.

Article

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

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.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Research Paper

In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions.

Article

This article examines the luxury consumer landscape in the US, identifying five segments of consumers who have distinct approaches to luxury consumption and recommends ways to build relationships with each.