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News

Companies that make the mistake of creating poor employee experiences cannot realistically expect those same employees to create great experiences for their customers, a leading organisational psychologist has advised.

Article

Employees are an important touchpoint for brands seeking to improve customer experience.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

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.

Case Study

PROMPERÚ, the Commission for the Promotion of Peru for Exports and Tourism, successfully increased tourism rates in Peru from across Latin America, by deploying an experiential and influencer driven campaign.

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.

Case Study

Banfield Pet Hospital, a veterinary chain, boosted its thought leadership credentials with research publicised through PR and social media in Canada and the US.

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.