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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 describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.

Case Study

This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Case Study

This case study explains how Virgin America, the airline, increased direct bookings by focusing on user experience in a website redesign.

Article

This event report argues that in the future, all advertising will be interactive, adapted to mobile phone screens, data-driven and conversational, with the last two characteristics fuelled by AI.

Article

This event report details research conducted by Bravo, a cable network owned by NBC Universal, into the video-on-demand (VOD) audience.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

This event report outlines how JetBlue, the air carrier, is more deeply connecting its marketing creative with consumer insights.

Case Study

This case study describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Article

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

Case Study

This case study details how Koodo Mobile, a mobile network operator brand, changed its business trajectory through the Choose Happy campaign in Canada.

Article

This article examines how mobile usage is growing exponentially, so brands should ensure that they are present for each micro-moment of the customer journey, making the experience optimised and in sync.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

News

LONDON: ITN, the production company behind ITV News, has built a significant audience via social media and believes brands should invest in social realism to remain relevant to consumers.

Article

This article explains how package holiday company TUI and the UK fashion and food retailer Marks & Spencer use customer experience (CX) as an effective growth tool.

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

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.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Case Study

This case study describes how Virgin Money, the loans company, strengthened its sponsorship of the London Marathon in the UK in order to turn runners into Virgin Money customers.

Case Study

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.