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Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

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

Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.

Article

When it comes to e-commerce readiness, most companies fall into one of four distinct stages: crawl, walk, run or fly.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

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

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Case Study

Diageo, an alcoholic beverages company, evaluated the representation of women in its global communications to improve representation and help its business.

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.

Case Study

Navratna, a pain relief brand, increased sales in India by repositioning as a multipurpose oil.

News

The CMO Growth Council, a group formed by the Association of National Advertisers (ANA) and Cannes Lions, is seeking to help marketing become what Marc Pritchard, Procter & Gamble’s chief brand officer, calls a "complete, integrated ...

Article

The Association of National Advertisers (ANA) and Cannes Lions have joined forces to help marketers tackle some of the most pressing challenges facing the industry.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

Article

Brand architecture is the structuring of a company’s portfolio of brands – good brand architecture helps consumers and companies by aiding choice and maximising efficiency.

Article

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

News

Apple and Google have again been named as the world’s two most valuable brands, but the big news is that Amazon is now ranked third after achieving brand value growth of 56% over the past year, while Facebook’s valuation declined by 6%.

Article

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.

Article

This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Ballantine and Absolut.

Article

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Case Study

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.