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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.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

News

LONDON/AMSTERDAM: Rather than being driven primarily by transactions, loyalty in the digital age is an outcome of consistently providing great experience, according to an industry figure.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Case Study

McDonald's, the fast food chain, used live streaming to promote McCafe in Taiwan.

Case Study

Nescafé, the coffee brand, increased sales in tea-loving India by focusing on young people and mornings with a sponsored radio show.

News

SINGAPORE: Uber is learning from its stunt marketing flops in Asia as it evolves to a more purpose-driven approach, according to a senior executive at the ride hailing company.

Article

The ride-hailing app Uber has evolved from stunt-based marketing – including public failures which damaged the brand in Asia – to a content-driven strategy with brand purpose at the core.

News

HANGZHOU: Single’s Day in China is the largest online shopping day in the world and this year more than 140,000 brands are expected to take part in Alibaba’s 11.11 Global Shopping Festival.

News

MINNEAPOLIS: Almost half (47%) of American teenagers regard Snapchat as their favourite social media platform, or almost twice as many as those who prefer Instagram (24%), a new survey has revealed.

Case Study

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

News

GLOBAL: It is often reported that large global brands are losing out to their smaller rivals and that customer loyalty to major brands is in decline, but these are myths unsupported by the evidence, according to a new academic study.

Article

This article provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

Article

This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Case Study

This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This short article looks at Charles Duhigg’s ‘The Power of Habit’, a book that seeks to explain why habits exist and how changes can improve businesses, communities and lives.

Article

This article introduces three steps brands can take in order to harness the power of social to increase sales as the model begins to take off in Western markets.