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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.

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.

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.

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.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Article

This article outlines for Fairfax Media, a media publisher in Australia, with growing its revenue with content marketing and native advertising solutions for brands.

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

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Article

This article shows that marketers are ill served by traditional demographics when dealing with millennials and could get better results if they adopted attitudinal segmentation.

Case Study

This case study describes how UPC, an Irish telecoms company, rebranded into Virgin Media and ran a campaign retaining what was best about UPC while creating a new telecommunications brand rooted in Ireland.

Article

This article explores how to formulate an effective advertising strategy on radio, a medium with a historical link to both public broadcasting and branding, and one of the most widely used.

Case Study

This case study describes how Tesco Mobile's new strategy in Ireland helped to reposition the brand for optimum growth despite increasing competition and very constrained budgets.

Case Study

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

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.

Article

This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.