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Case Study

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

Article

Explores the main challenges and tendencies regarding urban mobility that can be seen in Latin America.

Case Study

Hornbach, a German DIY retailer, launched its ‘#Heldenkranz’ campaign to successfully reach ts target audience during the Euros 2016; despite the fact that the brand is unrelated to football.

Case Study

ITO EN, a Japanese green tea company, launched its ‘Matcha LOVE’ brand in the US by collaborating with social influencers and producing seasonal recipes featuring the product.

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.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

News

OAKLAND, CA: Audio advertising could be set to follow the path of video advertising and shift away from the standard 30-second format to shorter ad lengths, ongoing research from Pandora suggests.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Article

This article clarifies the positive uses of the emerging chatbot technology, including steps on how to use it effectively.

Article

This event report outlines how virtual reality (VR) could impact pharma marketing.

Case Study

This case study explains how the retailer Canadian Tire turned the Olympics into a campaign for inclusion by showing that when the best of them step up, their nation stands taller.

News

NEW YORK: Internet giant Google has overtaken Apple to be named the most valuable brand in the US, according to the latest rankings of America's top 500 companies.

Article

This event report outlines how The Walt Disney Company, the entertainment group, plans to use artificial intelligence and machine learning to build brand engagement in multiple areas of its business.

Case Study

This case study describes how Spotify, a music streaming service, utilised data to increase brand awareness in the Canadian market.

Article

This event report outlines how Kraft Mac & Cheese rolled out a new, healthier recipe and avoided alienating loyal consumers in the process.

Article

This event report addresses how Lane Bryant, the fashion retailer specialising in plus-sized apparel, found its purpose and shifted popular perceptions.

Case Study

This case study explains how Paleta Payaso, a Mexican confectionery brand, quickly reacted to a negative social media story.

Research Paper

This article looks at how a US study points the way for marketers to learn to balance spend to optimise impact and sales by having the right mix of paid advertising and owned-platform interaction.