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Opinion

Brand safety has forced many marketers to rethink their digital strategies following high-profile scandals.

Case Study

Snickers', the confectionery brand, used social media and packaging to connect with young men and increase sales in Japan.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Gunn Report

Contains the creative for the 'Ultimate Giving Pleasure' campaign for BMW by the agency FCB in Russia.

Gunn Report

Contains the creative for the 'Sea Hero Quest' campaign for Deutsche Telekom by the agency Saatchi & Saatchi in the UK.

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

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

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.

News

GLOBAL: In-store marketing is commonly viewed as an activity that drives short-term sales, but used properly it can also build brand image and deliver a win-win for both shoppers and retailers, an industry figure maintains.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Case Study

Larios, a gin brand, reversed its sales decline and reconnected with consumers by redesigning its bottles to showcase its Mediterranean heritage.

Case Study

Raspberry Pi, a high-performance computer developed by the Raspberry Pi Foundation, designed a case to protect its product in the UK.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.