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Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Article

Explores the main challenges and tendencies regarding urban mobility that can be seen in Latin America.

News

NEW YORK: Ownership may be going out of fashion, as a brand set up eight years ago to rent out formal women’s wear now eyes more customers, and is trialling a method of encouraging consumers to use rented clothes more often.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

News

NEW YORK: Uber, the taxi app, can fix many of the problems that have impacted its brand by focusing on reducing silos, helping managers and pursuing a unifying vision, Frances Frei, the company’s SVP/Leadership and Strategy, has argued.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

News

RICHMOND, VA: Just over half (51%) of US consumers say they’re likely to use sharing economy services for their summer travel bookings this year, a new survey has revealed.

News

NEW YORK: Uber, the beleaguered ride-sharing platform, has gained more millennial customers at a faster rate than any other company in the US over the past year.

News

LONDON: There were almost 1.7bn rail passenger journeys in the UK in 2015-16, a record high, and with the average commute lasting 40 minutes new research suggests this provides opportunities for OOH and digital marketers to engage.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

News

NEW YORK: Carnival Corporation, the cruise company, has enjoyed major brand benefits from investing in original TV programming.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

Case Study

This case study explores how Carnival Cruise Line, a subsidiary of the American-British company Carnival Corporation & plc, launched a national campaign in the US to make planning and booking a cruise as pleasurable as the cruise itself.

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 article looks into why further investing in branding is important for B-to-B marketers as the lines between B-to-B and B-to-C continue to blur.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Article

This article examines the burgeoning demand for personalised automotive driving experiences which requires manfacturers to embrace Big Data to identify individual customers and their driving preferences.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.