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Article

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

News

NEW YORK: AT&T, the telecoms and entertainment company, found in research that it has high consideration levels for categories it does not currently trade in, a positive outcome for an “elastic” brand active in a growing number of ...

Article

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

Article

New Zealand created a business-orientated masterbrand which broke stereotypes and went beyond the country's reputation as a tourism destination.

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Article

This article examines three paths for B2B companies to take if they want to adapt to the digital age.

Article

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

News

MINNEAPOLIS: General Mills, the Minnesota-based food giant, is undergoing a comprehensive restructure that will see the creation of a new global CMO role as well as four worldwide business groups.

Case Study

This case study describes how Barclays, a major bank in the UK, changed its business strategy to include social responsibility, transforming its reputation and business success.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Research Paper

This paper describes research conducted by Sonos, the wireless speaker brand, to inform its marketing strategies, communications and media mix through the purchase funnel.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Article

This event report describes how Whirlpool Corp., the American manufacturer and marketer of home appliances, struggled with brand alignment at the same time as its washing machine brand – called Whirlpool – suffered from identity confusion.

Article

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.

Article

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Article

This article reviews and summarises the book 'The Meaningful Brand: How strong brands make more money', by Nigel Hollis.

Article

This article argues that brands need to be more agile, with less rigid thinking and business structures, to meet the needs and wants of modern consumers.

Article

This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.

Article

This article discusses the common pitfalls found in brand positioning, arguing that in order to be effective brand positioning should have a strong message that some people love, and some people dislike or even hate.

Research Paper

This paper argues for a careful consideration of how the notion of brand works in Asia and what is distinctive about these Asian contexts.