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Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

Case Study

This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.

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 footballer Mo Salah in a TV and digital campaign to change its brand message and relaunch a SKU in Egypt.

Case Study

This case study shows how GO Sport, a sports goods brand, used a football match to feature its own products and increase sales in the UAE.

Article

When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.

Article

This article details how Facebook, the social media giant, has been making its platform more pharma-friendly and less prone to regulatory pitfalls to appeal to pharma marketers in the US.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study shows how Canesten, a vaginal medication brand, successfully overturned its declining sales in Hong Kong by creating an original web series that allowed women to learn and talk about vaginal yeast infections.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how Teatreneu, a comedy theatre in Barcelona, Spain, introduced a 'pay per laugh' system to increase revenue.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.