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Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Article

This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

Article

This event report explores how giving employees freedom, and brave leadership that embraces agility, have become the hallmark of truly innovative companies.

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 explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

News

ORLANDO, FL: Johnson & Johnson Consumer Cos., the healthcare group, is seeking to combine its established brand strengths with the kind of flexibility embodied by many start-ups – an approach it describes as "ambidextrous marketing".

Article

This event report addresses how Johnson & Johnson is seeking to transform the marketing efforts for its consumer-facing brands.

Article

This article argues that the key to successful personalisation is making customers feel special, and part of that means giving them something without expecting anything in return.

Article

This article is concerned with studying the concept of 'purpose' and argues that there are three common business purposes: brand purpose, creating value for shareholders and social purpose.

Article

This article explores purpose driven companies, organisations whose focus is doing what is right for customers and the world at large rather than seeking profit alone.

Article

This article analyses the different aspects of fame and describes how to create a 'snowball effect' that maintains brand fame over time.

Article

This article argues that UK retailers can improve relevance and increase returns for the 'Black Friday' sales event by using data generated in the previous year.

Article

This speed read reviews and summarises the book 'A Beautiful Constraint', by Adam Morgan and Mark Barden.

Article

This article considers what marketers can learn from the ideas, characters and storytellers of Disney-Pixar.

Article

This article argues that building brand loyalty is still possible, though it is more difficult as people have more choices and shop across a repertoire of brands.

Research Paper

Pinterest represents a new kind of social media that satisfies distinct purposes for female consumers, even as it opens up new opportunities for advertisers.

Article

This article addresses why brands should broaden their traditional understanding of culture if they want to tap into changing consumer wants and needs.

News

GLOBAL: Aldi, the German discount retailer, has been named as the top brand in the world for connecting with consumers through "simplicity" while Lidl, another German retailer, has achieved third place, according to new global rankings.

News

LAS VEGAS: Zappos, the online shoe retailer, believes that clearly articulating and effectively activating a corporate culture can yield a tangible return on investment for brands.

Article

This event reports explains how Zappos, the online shoe and apparel retailer, has built a unique corporate culture that drives its overall strategy and interactions with consumers.

News

NEW YORK: "Digitally-built brands" have the potential to disrupt the online and offline retail sectors by taking control of the entire customer experience, the chief executive of Bonobos, the apparel group, has argued.

Article

This event report discusses three trends that are reshaping online and offline retail, as outlined by Andy Dunn, ceo/co-founder of Bonobos, the ecommerce apparel group.

Article

This article explains how brands are using "growth hacking", an innovative alternative to traditional advertising that blends marketing and coding to build a customer base.