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News

LONDON: Sky, the UK broadcaster and internet provider, has launched a novel loyalty scheme that offers customers a range of benefits that increase in generosity the longer they have stayed with the company.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

News

JERSEY CITY: Marketers in the US must ensure they are ready for the General Data Privacy Regulation (GDPR) and ePrivacy Regulation which are set to come into force in the European Union next year, a leading legal expert has warned.

Article

This event report outlines why US marketers must pay attention to the forthcoming General Data Privacy Regulation (GDPR) and ePrivacy Regulation in the European Union (EU).

Article

This event report outlines how JPMorgan Chase & Co., the financial-services company, is seeking to protect its brand in an increasingly complex digital ecosystem.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.

Case Study

This case study explores how Natural Resources Defense Council, a non-profit international environmental advocacy group, launched an ongoing, national campaign in the US to raise awareness and change behaviour regarding food waste.

Case Study

This case study explores how Whirlpool, a multi-national manufacturer of home appliances, launched a national campaign in the US to supply 17 schools with washing machines.

News

NEW YORK/LONDON: The number of top US brands judged to be delivering outstanding customer experience has more than doubled since last year, a new study has revealed.

News

NEW YORK: Two Pulitzer prize-winning newspapers find themselves on different ends of an industry in transition, as declining print advertising revenues threaten bottom lines.

Article

This article looks at how marketers have a problem with the filter bubbles they create around themselves, insulating them from other, equally valid points of view.

Article

This article provides marketers with key tips on how to avoid making mistakes with native ads and explains how to use them effectively.

Article

This article warns against marketers becoming trapped in their own advertising "bubble", where they don't listen to opinion or consensus outside their own groups.

Article

This article highlights the lessons that can be learned in longevity from the Whitechapel Bell Foundry, London's oldest manufacturing company.

Article

In this article, the author shares four insights concerning marketing artificial intelligence and explains what marketers should watching for.

News

LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.

Article

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

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.

Case Study

This case study details how Goldman Sachs, the investment bank, used content marketing to help improve its relationship with American millennials.

Research Paper

This paper argues that valuable and illuminating insights about the mainstream can be gleaned by examining outliers in society 'people on the fringe), and in turn, those insights can teach brands how to be different.

News

LONDON: Bank customers are mostly content with the innovations that technology and data analytics have enabled, but banks face a serious challenge in remaining relevant to their customers' lives, a leading brand consultant has warned.