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Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

PizzaExpress, the restaurant group, redesigned its At Home retail range to improve cross purchase consumption in the UK.

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

Brew York, a British craft brewery, created a brand mark through a redesign of its packaging that saw each product be given its own character, pattern or symbolism.

Case Study

Bulwark Cider, the Canadian cider brand, expanded globally and increased sales penetration by showcasing its craft and artisan credentials in its design.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Article

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

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This article provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

This article illustrates how Nestlé, one of India's biggest FMCG brands, used product packaging to generate online conversations as part of its content marketing strategy.

News

LONDON: Food manufacturers are facing a tough time in the UK, as supermarkets streamline their ranges and they need to empower their brands with powerful brand design if they are to avoid being delisted, according to an industry figure.

Case Study

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Article

This article looks at the challenges faced by grocery brands as the UK supermarket giants move to emulate the discounters by reducing how many products they stock.

Article

This article demonstrates how brands can use packaging to convey their stories and build up a mythology around them.

Research Paper

This article describes the ways in which brand marketing is rapidly changing and how businesses and marketers will have to adapt.

Case Study

This case study shows how Eatsmart, a range of healthy snack foods, built its brand profile from a low base and improved recall with a low-budget campaign centering on Facebook.

Case Study

This case study describes how Buster became the UK's number one brand of plughole unblockers and fresheners by reinventing its image and taking a specialist approach.

Case Study

This case study describes how the microbrewery Treeboom utilised a high visual impact and innovative packaging to launch a bottled range of its beers that stood out from the crowd.

Article

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Research Paper

This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services.

Case Study

This campaign repositioned Morrisons Value Own Brand, a low-cost private label line from a UK supermarket chain, by creating a new brand name (M Savers) and promoting this brand's quality and humanity.

Case Study

This campaign was for the repositioning of the low-cost "value" range at Morrisons, a UK supermarket chain.