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Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.

Case Study

This case study shows how Cini Minis, a cereal brand, increased consumer engagement with Polish teenagers by mirroring one of the country's most popular shows.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Opinion

Fabindia is a remarkable brand that has, in fact, become a Harvard Business School case study. On one level, it is ranked as India's largest retail fashion brand, well ahead of global competitors like Zara and Levi's – a cult brand, built on the ideas of ethnic pride, sustainability, respect for craftsmanship and commitment to society.

Article

This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Case Study

This case study describes how Special K Canada, a Kellogg's brand, had faced 10 quarters of losses as the idea of dieting fell from grace; taking a new approach, the brand invoked feminism and ownership, returning to growth as a result.

Article

This article describes how business writers can learn to better their craft by looking at the lessons provided by country music.

News

NEW DELHI: PepsiCo India, the food and beverage group that currently lags behind US rival Kellogg in the Indian breakfast market, is focusing on healthy food tailored to local tastes to increase its share.

News

LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

Case Study

This case study details how Kellogg, a cereal manufacturer, redefined its Special K cereal brand to appeal to women in Canada.

Case Study

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

Article

This event report addresses the need for marketers, publishers agencies, ad-tech firms and other members of the digital media ecosystem to combat fraud, fake news and similar issues.

Article

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

Research Paper

This article presents a US study that identifies six types of grocery shoppers, all of whom have different buying behaviours - and different attitudes to Big Food.

Case Study

This case study describes how Mondelez International, a food and beverage company, engaged audiences to promote its belVita biscuit brand.

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.

Article

This event report outlines how Kraft Mac & Cheese rolled out a new, healthier recipe and avoided alienating loyal consumers in the process.

Case Study

This case study describes how Nutri-Grain, an iconic brand in Australia, was losing sales, becoming irrelevant; new thinking on teens revealed the need to 'fuel an unstoppable life'.

Article

This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.