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

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 article provides advice from leading CEOs on how to reach the top of the corporate ladder from a marketing background.

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.

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 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.

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 describes how Bursa Malaysia, Malaysia's national stock exchange, repackaged and simplified stock trading for Millennials with a disruptive idea that combined investment experts and social influencers.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

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.

Case Study

This case study shows how Diu, a small Indian Island, successfully doubled its number of tourists by rebranding itself and showcasing its culturally eclectic past.

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.

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.

Research Paper

This report describes the results of a Unilever Habits and Attitudes (H&A) study that looked into consumer behaviour and the opportunities provided by listening to social media conversations to pick up emerging signals of change.

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 short article lists the books that influenced Iain Ellwood, worldwide strategic growth director at Brand Union.

Article

This event report discusses the evolution of Absolut Labs, an innovation-focused unit of the vodka brand focused on cutting-edge marketing activations.

Article

This article considers the problem of establishing a brand's purpose - a statement that makes equal sense to customers, shareholders, present and future staff that answers a key question: 'why do we exist?'.

Article

This event report describes the growing importance of audio content, with its unique potential for reach and concentrated engagement.