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News

Promoting a brand on the back of having a Fairtrade mark can strike a chord with receptive consumers but limit appeal to a wider audience, as Divine Chocolate has discovered.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Research Paper

Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.

Case Study

ITM, a building supplies co-operative, increased downloads of its new app in New Zealand by launching a VR fishing competition.

News

Viewers of international TV channels are more diverse than advertisers have previously assumed, according to new research which debunks the notion that only high-income consumers are watching.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Case Study

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Article

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

Case Study

Interflora Denmark, the flower delivery network, mixed Nordic cultural heritage and botany to market its ASK brand of beer to men.

Case Study

Java Republic, the Irish premium beverage company, achieved high growth by using a new design to take advantage of the growing speciality tea sector.

Case Study

Desjardins, the North American association of credit unions, improved its brand reputation among young Quebecers by showing it can help them reach autonomy.

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.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Case Study

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Case Study

This case study shows how Mastercard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

News

LONDON: There are four distinct types of family in the UK whose purchase decisions and spending habits are influenced more by attitude than traditional demographic or financial models, according to new research.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.