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News

ORLANDO, FL: Chobani, the yoghurt manufacturer, has witnessed substantial benefits from constructing a “demand creation” department that pulls marketing, sales, insights and similar functions into a streamlined business division.

Article

Chobani, the yogurt brand, has maximized the power of consumer insights through a variety of tactics ranging from organizational restructuring through to expert storytelling.

Case Study

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

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

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

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

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.