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Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Research Paper

This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.

Opinion

There has been a spate of recent cases where large corporations are alleged to have used street art without seeking the appropriate permissions.

Article

This article explores Samsung's investment in virtual reality (VR) and its quest to becoming "the YouTube of VR".

Article

This event report outlines how Marriott International, the hotels group, is creating and distributing a diverse range of digital content.

News

BEIJING: A delay on restrictive e-commerce regulations in China has boosted the fortunes of Australian health and nutritional brands that rely on the country's booming online market.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

News

ORLANDO, FL: PepsiCo, the FMCG group, believes that ramping up its in-house creative capabilities has provided clear advantages in terms of enhanced speed and efficiency, as well as delivering a high standard of marketing output.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Article

This event report outlines how Verizon, the communications group, is building its content presence across multiple categories.

News

BARCELONA: Technology firm Nokia gained worldwide attention last week when it announced the reintroduction of its iconic 3310 handset at the Mobile World Congress, but the company's CMO says the brand is about much more than mobile phones.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Case Study

This case study describes how Polyseam, a UK-based sealant and filler manufacturer, developed the branding for its new all-in-one adhesive and sealant by creating a range of simple, boldly designed products that leveraged the building trade's trust in the brand.

Case Study

This case study details how Orangina, the Suntory-owned French juice drink, reversed a decline in sales in the UK by calling back to the brand's history, harnessing its vibrancy and restoring its premium status.

Article

This article provides marketers with key rules on sharing GIFs, memes and celebrity images on social media in order to avoid legal issues.

Article

This article explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.

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).

Case Study

This case study describes how BankSA, an Australian financial services provider, brought the brand's heritage together with the pride of South Australia.

Case Study

This case study describes a US campaign for P&G Prestige, an umbrella brand for the premium fragrances owned by P&G, which used online video to highlight how smell is linked to memory and emotions.

Article

This article considers the placement and choice of soundtracks in Christmas advertising, asking whether it is better to match the trends of the day, or the needs and strengths of the brand.

Research Paper

This paper explores the application of machine learning for acquiring TV shows, the secondary content that channels use to supplement original programming.

Research Paper

This paper describes a multi-method and multi-stage research project by AOL, the American digital media company, to support the design, development and launch of a security-focused extension to one of its core products.

Article

This article examines the significant disruption facing the financial services sector and argues that addressing these challenges requires marketers to nurture brands' trustworthiness.