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SYDNEY: Australian financial brands should "connect at a human level" in a time of heightened financial anxiety, according to a senior marketer at NAB, a 'big four' Australian bank.

Article

This article covers how NAB, one of Australia’s leading banks, is repositioning its brand as one of inclusion with storytelling, on-site activations and sponsorship of an LGBT event.

Case Study

This case study explains how Organ Transplant, a non-profit organisation, increased awareness of organ donation amongst children in Japan by performing 'organ transplant operations' on toys.

Case Study

This case study explores how German Rail, the national railway provider, launched a campaign in Germany to emphasise that when travelling by train, customers can spend their time how they please.

Article

This event report describes how Ribena, a blackcurrant fruit drink brand, used colouring to reposition itself towards an older demographic in the UK market.

Case Study

This case study details how Freedom Finance, a loan broker, repositioned its brand to increase loan applications in the UK.

Case Study

This case study describes how the Donkey Sanctuary, a British charity, used a new design language to align its various brands to help grow the charity in a declining market.

Case Study

This case study describes how Canadian Blood Services, a charitable blood organisation, repositioned itself to increase the number of new donors.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.

Case Study

This case study shows how the Conservative Party, a political party in the UK, deployed an aggressive advertising campaign to sway undecided voters during a General Election.

Case Study

This case study describes how Bolia.com, a Danish furniture retailer, created an emotional campaign that positioned furniture as a statement of personality and returned the company to profit.

Case Study

This case study shows how Singtel, Singapore's largest telecommunications company, increased its brand affinity by creating the world's first mobile firecracker.

Article

This Company Profile from Euromonitor provides key details and analysis of Bacardi & Co Ltd, the owner of brands such as Grey Goose and Eristoff vodka.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Case Study

This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Case Study

This case study explains how JT, a Canadian wine brand, created a new platform to attract consumers and consistently increase sales.

Case Study

This case study details how Toyota Europe, the automaker, promoted its hybrid range across 22 markets to meet new EU CO2 emissions criteria by utilising the idea of 'happier drivers'.

Article

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

Case Study

This case study explains how RadioShack, an electronics retail chain, used a humorous Super Bowl ad to reposition its brand.

Case Study

This case study explains how Jackson-Triggs, a wine brand owned by Constellation Brands, reversed a decline in sales in Canada.

Case Study

This case study describes how English Heritage, the public body that is custodian of over 400 historic monuments, buildings and sites in England, used a new creative concept to shake off a dusty brand image and attract more adults and families to its sites.

Case Study

This case study demonstrates how Cuprinol, the garden woodcare brand, attracted a new female audience to a low interest category in the UK to grow new value.

Case Study

This case study demonstrates how Expedia, the internet-based travel company, cut through a crowded category with an emotion-led campaign to increase profit margins in Europe.