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Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Article

This event report outlines how Le Méridien, the luxury hotel chain, developed a consistent brand image by offering "snapshots" into its diverse portfolio of properties.

Case Study

This case study describes how the Turkish hair care brand, Elidor, connected with its 20-something female audience, encouraging them to spend more time with its Pink range.

Case Study

This case study describes a campaign in the US by Havaianas, the Brazilian footwear retailer, which used social media to boost sales.

Case Study

This case study describes how Piaggio, the motor-scooter manufacturer, used Facebook to help launch its Vespa scooter in India.

Case Study

This case study describes a campaign by Piaggio, the scooter manufacturer, to launch its Vespa brand in India, by targeting 25-35 year old men.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

There will always be potential for nostalgia marketing, especially as populations continues to age. Reasons why consumers can be nostalgic include a desire for comfort and reassurance and a belief that previous times were simpler and better.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Case Study

Pepperjack, an Australian red wine brand from Treasury Wine Estates with a boutique brand positioning, needed to build customer support amongst pubs and restaurants to maintain its growth without being overtly commercial or damaging its credibility.

Article

This article presents lessons of how best to approach branding and advertising in Canada. This includes examples from the CASSIES case studies - Canadian Advertising Success Stories - over the years and how lessons cross over from one case to another.

Article

This article presents lessons of how best to approach branding and advertising in Canada. This includes examples from the CASSIES case studies - Canadian Advertising Success Stories - over the years and how lessons cross over from one case to another.

Research Paper

Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link between the brand and social connection moments; and generate an increase in consumption.

Case Study

Vespa is a product and brand with a focused, well-defined target audience. They tend to hate advertising, but this case is intended to demonstrate the power of advertising, while highlighting efforts that do not feel like advertising.

Article

This report is part of Yankelovich's "10 Things" report series, which leverages the insights provided by the Yankelovich MONITOR®.

Article

Marketers are returning to the great outdoors. Frustrated by the declining ability of television to deliver mass reach that is cost-effective, advertisers are putting renewed emphasis on reaching people when they’re away from home.

Case Study

The Vespa motor scooter gained worldwide fame when one was ridden by actress Audrey Hepburn in the 1950s film Roman Holiday.

Article

PR is becoming increasingly important and accepted as a marketing tool. As well as discussing the reasons for this, this article also looks at PR best practice, arguing that it should be integrated into marketing communications planning and not left in a separate silo.

Research Paper

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory, particularly services marketing.

Article

This 2006 report leverages the insights provided by the Yankelovich MONITOR, identifying the new opportunities to market to Baby Boomers by connecting with their new attitudes and evolving marketplace needs.

Case Study

Campaign for London Street Management (a division of Transport for London), aimed at cutting street accidents.

Article

The article is adopted from Jean-Noel Kapferer's book entitled 'Reinventing the Brand' He argues that brands are paradoxical - on the one hand they must be they must be consistent and on the other must be able to adapt to constantly changing market.

Case Study

The design of the Mini has remained unchanged ever since 1959. It has survived for so long because it's unlike any other car.