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News

DANA POINT, CA: Land O’Lakes, the food and agriculture company, is leveraging the power of purpose to strengthen its brands and provide a unified vision across diverse business units.

Article

Land O’Lakes, the agriculture and food company, faced the challenge of blending its proud heritage with changing consumer tastes.

Article

Land O’Lakes, the food and agriculture company, has enhanced connections with various audiences by helping change perceptions and embracing brand purpose.

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Case Study

Galaxy, the chocolate brand, used distinctive and indulgent branding to promote its Golden Eggs shareable chocolate product at Easter in the UK.

Case Study

Pip & Nut, a nut butter brand, designed unconventional packaging for the health foods category in order to stand out from the crowd and show that nut butters can be a healthy snack.

Case Study

Vitalite, a dairy free spread, redesigned its packaging in the UK to showcase its dairy free aspect in a continually growing dairy free sector.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

News

HELSINKI: A premium packaging design has been the crucial element in the successful launch of Valio’s premium butter brand, which has exceeded all expectations in one European market and has done so without any marketing spend.

Article

Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

News

DETROIT, MI: Lifting a brand out of “irrelevance” in a market as big as the US doesn’t come cheap, as German car marque Volkswagen prepares to invest over $3bn to boost branding and launch a new sedan in an attempt to win over ...

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Article

Content marketing can be difficult in a large organisation where siloes exist and practitioners need to find both allies and money.

Case Study

Dairygold, a supplier of premium cheeses and dairy nutritionals, launched its 'Make a Minute' campaign to encourage busy Irish consumers to take a minute to enjoy the simple things in life, like sitting down and having breakfast.

Case Study

Magnum, the ice cream brand, increased sales through the successful launch of its new Magnum Double product during summer in Ireland.

Case Study

US restaurant Noodles & Company's CMO provided a methodology that accurately measured media incremental impact in driving sales.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Case Study

Broadcaster Sony MAX used a multichannel approach to attract viewers to cricket's ninth Indian Premier League season.

Article

The traditional milkman was the inspiration for Picnic, a Dutch online grocery store which provides a wide range of supermarket stock via a low-speed, custom-made electric vehicle to people's homes.

Article

The BBC is a leading broadcaster whose products are sold around the world and which has learned important lessons over the years about creating content.

Article

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.