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Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

News

LONDON/NEW YORK: There is no one way to innovate and whatever approach is taken it needs to suit a company’s culture and the scale of innovation it is looking to pursue, an industry figure has advised – a business may have to explore a ...

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Case Study

Denim brand Levi's used a multimedia approach to inspire a co-creation campaign to connect with millennials in China.

Case Study

E-commerce giant Ali Group built an aggregator express delivery app in China and raised awareness of it through a live TV show and social influencers.

News

SINGAPORE: The entire organization needs to step up when a brand is undergoing change, according to an executive at Singapore Tourism Board, who described her own brand’s journey as “very intense and very emotional”.

Article

This article explains how financial services brands can protect themselves from fintech disruption by digitally evolving.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Case Study

This case study details how AXE, a men's fragrance brand, inspired men in Indonesia to embrace individuality through its 'Find Your Magic' campaign, which celebrates the journeys of three Indonesian men.

Article

Ethiopia-based multimedia brand Yegna was at the centre of a media storm after criticism from UK tabloids, but despite the noise, the band, talk-show, and drama has the ambitious aim of changing the way girls in the East African country think of themselves.

News

NEW YORK: Brands such as Target and Band Aid are moving beyond simple transactional interactions with influencers, which can be fraught with issues around brand safety and transparency, to develop longer term relationships that can include product ...

Article

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

Article

This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

News

COLOGNE: Corporates and startups will form closer working partnerships in future as such alliances become a “strategic imperative” in the quest for innovation, a new white paper has argued.

Case Study

This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.

Research Paper

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

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 paper explains and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.

Research Paper

This paper explains how a Mexican research agency took on the challenge of thinking about the future today from two fronts: towards its clients and towards itself.

Research Paper

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, invested in a tiny three-person start up from the UK, ZappiStore, to solve creative problems.

Research Paper

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.