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Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Article

This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

LONDON/CUPERTINO: Apple's entry into the phone market ten years ago today established a new category within a category - the smartphone – and began a seismic shift in consumer expectations for communications which is only now slowing.

Article

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

Case Study

This case study shows how Bajaj Auto, a motorcycle brand, successfully increased sales in India by developing a new model made with metal from a famous aircraft carrier.

Article

This article provides marketers with information and guidance about luxury brand advertising.

News

GLOBAL: Consumer-focused tech brands that develop ecosystems, catering to many needs, take the top three positions in a survey of the world's most valuable brands, suggesting brands that offer simplicity in an increasingly complex world dominate.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article shows that brand KPIs are only valuable when and where they are genuinely actionable and if they measure the right things, which should be the variables most important to building a brand's financial value over the short and long term.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

BEIJING: Tencent, the technology giant that owns messaging app WeChat, has become the first Chinese brand to be valued at more than $100bn, according to a new study.

News

HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.

News

NEW YORK: Quality, exclusivity and craftsmanship are some of the characteristics traditionally associated with luxury brands, but to compete in today's market, brands must tap into the modern consumer mindset, according to a leading marketing ...

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 Horlicks, the malted milk drink - originally from the UK - which is the number one health drink in India, conducted a redesign to future proof its brand.

Case Study

This case study explores how Cawston Press, a British soft drinks manufacturer, was capable of increasing sales with its promotion of taste and excitement in a commoditised sector.

Opinion

This is a guest post from Dom Boyd, Chair of the Account Planning Group (APG). There are many reasons for strategists to start 2017 full of excitement and optimism .

Article

This article posits that the marketing industry is too focused on the choice between creating salience and building loyalty, when in fact both are vital to maximising marketing effectiveness.

News

BEIJING: Lenovo, the computer firm, Huawei, the phone manufacturer, and Alibaba, the internet giant, head a list of Chinese brands that are successfully establishing themselves in overseas markets, according to a new report.

News

GLOBAL: Amazon, the US e-commerce giant, has been named as the most valuable retail brand in the world, according to new rankings that are dominated by US brands.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.