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Article

Huggies, the diaper brand owned by Kimberly-Clark, enhanced its position in Canada thanks to its “No Baby Unhugged” positioning.

Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

News

ASIA PACIFIC: Consumers in Asia Pacific may love the experiences and convenience offered by apps, but a recent study has found that a majority (53%) across the region now regard security as their most important consideration when it comes to using ...

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Opinion

This month, Red Lobster is the brand that achieved the biggest uplift in its Ad Awareness. This summer, the seafood chain’s annual Crabfest was about more than just shellfish.

Opinion

This month, KP Nuts is the brand that has achieved the biggest uplift in its Ad Awareness score. Having not been on TV for 25 years and primarily relying on Christmas to drive sales, the savoury snack brand have re-released an advert that was first shown last year called ‘The Nut Nut’s Nut’ in order to assert taste superiority over other nut brands.

Article

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

News

NEW YORK: Traditional pay-TV companies should brace themselves for considerable revenue losses this year, as up to 5.4 million Americans indicate they will cut the cord in 2018, a new survey has revealed.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Article

Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Article

Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

Ol Pejeta Conservancy, a non-profit wildlife conservancy, successfully raised funds for its white rhino conservancy efforts by creating a tinder profile for the world's last male white rhino, in Kenya.

News

CANNES: Johnson’s Baby, the baby products brand owned by Johnson & Johnson, is discarding certain aspects of its history to meet the requirements of modern parents, according to its chief marketing officer.

News

NEW YORK: Johnson & Johnson, the healthcare company, is increasingly applying its business savvy to corporate social responsibility programs, marking the latest step in its long-term commitment to doing good.

Case Study

Karma Group, a luxury travel and lifestyle brand, increased global awareness of its brand by inviting people to join a private members travel club with exclusive benefits.

Case Study

Edgell, a canned vegetable brand, used a content-led strategy to fight off competition from own labels and boost sales and engagement levels in Australia.