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Article

Ben and Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Article

Hippeas, an organic chickpea brand, used big thinking to successfully penetrate the US and UK markets by creating a strong brand purpose, a clear vision and an emotional relationship with consumers.

Article

Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.

Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Case Study

Johnsonville Sausage Company, famous for its bratwurst grilling sausage, increased sales in the US Midwest with a weather-triggered programmatic ad campaign which ran outside of the usual grilling season.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Research Paper

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

News

TORONTO: Canadian consumers consider authenticity to be a key factor in purchase decisions, but companies in Canada lag in delivering on this key element according to a new report.

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

Case Study

Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Case Study

Powdered beverage brand Tang used online and cinema to reposition itself in the Philippines.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.