Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

1,098 results found
Sort by

Article

Land O’Lakes, the agriculture and food company, faced the challenge of blending its proud heritage with changing consumer tastes.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Article

Describes how customer loyalty is a myth and that if brands want to stay relevant then they need to stay useful.

Article

Google, the tech company, believes that building “assistive” brands will be essential as consumer wants and needs change.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.

News

GLOBAL: The engine of Alphabet’s video streaming giant, YouTube, is its YouTubers serving niche interests and pushing video forward; however, a new analysis shows that just 3% of channels capture 85% of the site’s total viewership.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Case Study

Lipton, a tea brand, promoted its matcha tea in the US by redesigning its bottles to link it back to its Japanese origins with imagery of fans and trails of matcha powder.

Opinion

Brands have successfully utilised rituals for their symbolic and emotional power for some time, but how will new rituals be built when AI and voice assistants become our most common interface, asks Gareth Kay.

Article

China's e-commerce boom is defined by major trends including mobile commerce, offline integration, social media shopping and innovative payments.

Article

Creating memes on social media is a powerful way to build brand affinity, but many marketers fundamentally misunderstand the process of achieving this goal.

Article

Ethnographic research can provide qualitative insights to help grow brands, so long as it does not simply become another academic exercise.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

News

BALI: The administration of the Indonesian island of Bali has accused competitor regions and countries of disseminating hoaxes about the danger of volcanic activity on Mount Agung in order to benefit from the island’s recent troubles.

Article

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.

Article

The declaration that big brands are dying always receives attention, so extensive analyses are used to debunk some myths and outline what strategies make sense for big brands to follow.

Opinion

If agencies can reframe what they offer in terms of providing solutions, not services, and recast the skills and talents within their business, then they will move up the value chain,  argues Tim Williams .

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

News

LOS ANGELES: TOMS, the footwear and accessories brand, is tapping marketing resources such as digital data and “micro-influencers” as it endeavors to reach young consumers and niche audiences.

Article

TOMS, a socially-conscious shoe manufacturer, faced the challenge of forging a connection with younger buyers while retaining its core millennial audience.

News

SHANGHAI: Brands in China should aim for conspicuous consumption in public, with the product or brand logo itself working to aid the consumer in building their social status, according to a China marketing expert.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.