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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 describes the ways in which market research has contributed to the success of the SURF Survivors' Fund, the charity that supports survivors of the Rwandan genocide of the 1990s.

Research Paper

This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.

Case Study

This case study describes how Tigerair, a budget airline in Australia, created an 'Infrequent Flyers Club' to popularise domestic budget air travel, overcome its poor reputation and increase revenue.

News

Falling costs and credible research results are pushing neuromarketing into the mainstream, according to an analysis of the most-read Warc papers on the topic in 2015.

Article

This article argues that brands need to keep their identity dynamic by focusing on personalisation - instead of commoditisation - and connecting with consumers on an emotional level.

Opinion

For the past 5 years, SaleCycle has been tracking online cart abandonments – more than 1 billion of them in fact.

Article

This article discusses the various marketing techniques, including Augmented Reality and Facial Recognition, that can be used to investigate and influence in-store purchase decisions.

News

LONDON: In an increasingly visual world, marketers need to make sure brand identities are working strongly and neuroscience can help in that process, a leading industry figure has asserted.

Article

This article presents guidance on how understanding neuro-scientific cues can equip brands to influence their audience's subconscious.

Case Study

This case study describes how Citi used the expansion of its ThankYou¨ rewards points program to successfully increase points redemption and engagement with the brand as well as increase customer spend.

Article

This Company Profile from Euromonitor provides key details and analysis of Deutsche Lufthansa, owner of airline brands including Lufthansa, Swiss and JetBlue.

Article

This article provides ten steps to creating responsive mobile communications, which is imperative for brands as consumers spend so much time on mobile.

Case Study

This case study describes how British Airways grew its market share from a low of 7% by identifying a demographic of Indian ex-pats in North America who flew home at least once a year.

Article

This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.

Article

This report analyses the world’s best marketing campaigns, as ranked by the Warc 100, to uncover shared creative, media and measurement strategies.

Article

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Article

This event report demonstrates how Virgin America, the air carrier, leveraged brand advocates at the local level to help it gain a foothold at Dallas Love Field airport.

News

LONDON: British Airways, the airline, has emerged as the UK's top consumer brand for the second year in a row, according to the latest Consumer Superbrands survey, with luxury watchmaker Rolex keeping its second spot.

News

LONDON: A BT integrated modem and wireless router that can fit through any letter box has won the Grand Prix at the 2015 DBA Design Effectiveness Awards.

Case Study

This case study describes how a redesign of airline Virgin Atlantic's economy meal improved passenger experience and drastically reduced fuel costs and carbon emissions.

Article

This article discusses the importance of brand purpose and explains how brands can use a 'catalyst' to make their organisations and customers take notice of a new purpose.

Article

This article highlights 10 stand-out marketing campaigns that grew brands whilst being creative, capturing a mood or demonstrating bold thinking.

Article

This event report looks at how an understanding of memory encoding – which measures what goes into the brain, unlike ad recall which measures what comes out – can help marketers increase brand equity and purchase intent.