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News

GLOBAL: The human mind looks for shortcuts. One of the quickest and most robust routes is colour.

Opinion

The great houses of Westeros, from HBO’s Game of Thrones operate much like corporations. There are executives (lords), subsidiaries (vassal houses), and hostile takeovers (wars).

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Case Study

This case study describes how Egypt Tourism used branded content and traditional media to entice tourists back to the country.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Case Study

This case study shows how Batelco, a telecommunications provider, increased its innovation equity by developing a smart bus that tackled the problem of child mortality in school buses in Bahrain.

Case Study

This case study describes how biscuit brand Major enhanced its brand image and increased sales in Tunisia with a creative idea based on digital music sampling.

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Opinion

Brands place great store by their visual branding but have neglected their audio branding, something that is becoming increasingly important, according to Global's Jo McChristie.

News

LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

Article

This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

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 provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.