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Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

News

SYDNEY: Tesla operates a "very slim" marketing budget and they "don't spend a cent" on paid media, according to a senior marketing executive at the company,.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Article

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.

Article

This article examines the human side of marketing and how humanising CMOs and marketers can drive better leadership.

Article

This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

News

SINGAPORE/SYDNEY: Alcohol giant Diageo, a Publicis Groupe client in Australia, has expressed concern about the holding group's decision to not enter awards for at least the next year, calling it a "mistake".

Opinion

In a keynote presentation delivered at Insight Innovation eXchange (IIeX) 2017, J. Walker Smith, Global Chairman of Kantar Futures, explains how businesses need to make new connections with consumers if they are to prosper in tomorrow's world of information overload, slowing economic growth and planetary limits on resources.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

News

AUSTIN, TX: Diageo, the alcoholic drinks company, is responding to shifts in consumer perceptions of luxury by connecting various brands with compelling experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

News

LONDON: Millennial consumers value experiences more than possessions, an attitude that San Miguel, the Spanish beer brand, believes is no passing fad and one that can underpin its strategy for some time to come.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Research Paper

This paper examines the challenge of completing the first commercial market research study in Cuba since its revolution in 1959.

Article

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.