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News

NEW YORK: Five technology firms are included in the top five spots of a new ranking of the 100 most valuable brands in the US, which also examines various factors underpinning brand success.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

News

AUSTIN, TX: Brands seeking to engage consumers with chatbots must consider factors such as their purpose, potential audiences and likely usage patterns to succeed, a leading executive from Activision, the games developer, has argued.

Case Study

This case study explains how JetBlue Airways, an airline brand, turned crying babies from a cause for despair into a reason for joy with the 'FlyBabies' campaign launched in the US.

Article

This event report outlines how Activision, the games developer, has used chatbots to connect with consumers.

Article

This article details how brands are successfully using social media videos to engage with consumers and notes some ways in which they do this.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This event report details some expected trends in 2017 and how they will affect the marketing landscape, from the dangers of filter bubbles to the rise of live streaming.

Article

This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Article

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

Article

This article, based on data from Ogilvy and Mather's Velocity 12 research, investigates the rise of local brands taking on multi-nationals in developing markets, and provides examples of how single market brands are leading the way in successful localization of marketing initiatives.

News

NEW YORK: Time-pressured internet users often say they install ad blocking software to speed up their browsing experience, but they may be surprised by a new study which found ad blockers can actually slow load times on some mobile sites.

Case Study

This case study looks at JetBlue, a US airline that had to begin charging for checked bags – something it had always avoided – by asking people to value a broader take on humanity than freebies.

Case Study

This case study analyses how Southwest Airlines, a US airline and the world's largest low-cost carrier, developed a new brand identity in the US.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

News

NEW YORK: Southwest Airlines, the air carrier, is making sure that its "heart" – both as a logo and a far wider ethos – remains central to the brand as it expands internationally.

Article

This event report outlines how Southwest Airlines, the air carrier, keeps the customer at the heart of its strategy.

News

AUSTIN, TX: Lufthansa, the air carrier, is leveraging virtual reality (VR) to tackle real-life marketing problems, not least the wider commoditisation of the airline industry.

Article

This event report details how Lufthansa, the air carrier, has employed virtual reality to solve real brand problems.

News

NEW YORK: Despite a degree of risk associated with livestreaming, an increasing number of brand marketers are trying out live video platforms as a means of engagement because they believe their authenticity delivers results.

News

AUSTIN, TX: General Electric, the conglomerate, has successfully demonstrated how livestreaming can offer a unique view on the most unlikely of subjects, with its "Drone Week" campaign securing significant consumer engagement.

Article

This event report outlines how General Electric, the industrial conglomerate, utilised livestreaming app Periscope as a marketing opportunity to provide a unique perspective into its business.

Article

This article is concerned with studying the concept of 'purpose' and argues that there are three common business purposes: brand purpose, creating value for shareholders and social purpose.