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Article

Kleenex, the tissue brand made by Kimblerly-Clark, has seen success through adopting a range of innovative marketing strategies.

News

DANA POINT, CA: Kleenex, the iconic tissue line made by Kimberly-Clark, successfully enhanced its brand saliency with a campaign based around the power of simple, but meaningful, social connection.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Article

Augmented reality is predicted to be a £90bn market within five years, with most of that generated by brands and advertisers.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Opinion

RAIN, a New York-based digital consultancy, has worked with Amazon for over two years building skills for the company’s Echo, Tap, and Fire ranges.

Case Study

Galaxy, the chocolate brand, used distinctive and indulgent branding to promote its Golden Eggs shareable chocolate product at Easter in the UK.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

Pip & Nut, a nut butter brand, designed unconventional packaging for the health foods category in order to stand out from the crowd and show that nut butters can be a healthy snack.

Case Study

Buttermilk, the Cornish fudge brand, increased sales of its branded range throughout the UK by positioning its product as both a gift and a snack.

Case Study

Changing its helicopter’s livery to reflect its mission rather than its sponsor helped London’s Air Ambulance, the UK charitable pre-hospital care organization, generate financial support.

Article

Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Research Paper

Unilever's Open Innovation team conducted an ambitious project in Indonesia to eradicate mosquito-based illnesses, using disruptive, anti-category language and deep design to create products that resonated with local communities.

Article

AT&T, the telecoms and entertainment company, successfully transformed its brand identity in impactful ways.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

News

GLOBAL: Design is not about mere decoration, but is a marketing tool whose primary purpose is to create common ground between a brand and a consumer, according to a leading industry figure.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Case Study

This case study explores how Hippeas, a health food start-up, launched a campaign in the UK and the US to promote its chickpea products.

Case Study

Schlage, a lock manufacturer, successfully increased locks' profile in the US home décor market by launching a campaign that highlighted door hardware as a design feature.

Case Study

This case study describes how Hippeas, a British vegan snack brand, launched its premium proposition with the added value of affordability, with a design that was instantly recognisable and simple.