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Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

Article

The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.

Article

MetLife Argentina, a life insurance company, explains its journey to using activated marketing and business insights as a source of differentiation, and the knowledge management platform that drives it.

News

GLOBAL: Chinese consumers are more likely to use sharing economy platforms for holiday homes or car rentals than American or British consumers, according to a new survey, but in all three countries reducing risk has the potential to increase ...

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Opinion

In a tough climate for brands, messages are increasingly filtered through a sceptical lens. People get their trusted information about brands from family, friends, co-workers and from the pooled wisdom of the wider population, so, as Mike Teasdale explains, getting the basics right is paramount if you want to build brand trust.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

Article

Agencies with controversial clients can face a significant challenge if these brands get caught up in major social and political debates.

Article

Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.

News

NEW YORK: The decision of more than a dozen brands to sever their links with the National Rifle Association in the wake of the Parkland shootings of 17 students and teachers has increased pressure on others to dump the gun lobby as a boycott ...

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.

Article

Discusses the changing of personal data with the potential for new infrastructure that could see people taking charge of their own data.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Article

Sustainability and CSR remain embryonic in Thailand, so marketers must think outside the box to engage Thai consumers.

Article

Hyundai, the carmaker, has transformed its approach to marketing in order to reflect changing realities in the automotive space.

Article

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.