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News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Article

Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.

Article

Outlines the importance of brand story and explains why a planning discipline that defines a brand in order to guide what it makes, beyond what it says, is increasingly valuable.

Gunn Report

After a series of real-life mistakes made by competitor airlines, Velocity Frequent Flyer, the frequent flyer programme of Virgin Australia, released its own ‘mistake’ but then vowed to honour it; the stunt rebuilt consumer trust and resulted in the brand’s biggest transfer campaign in its entire history.

Case Study

Virgin Atlantic, a British airline, launched the ManFran campaign in the UK to celebrate the first direct flights between Manchester and San Francisco.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Details some of the guidelines O2 uses for developing new digital services and communications, in addition to how they should come to life conceptually, structurally, visually and verbally.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Article

This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.

Article

Examines the rise in popularity of podcasting and provides advice for marketers on if, and how, they should adopt the medium.

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.