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News

ORLANDO, FL: State Farm, the insurance provider, has made “solve don’t serve” one of the guiding principles for its brand, reflecting its emphasis on helping customers obtain their life goals, rather than only being there if ...

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Case Study

McDonald's, the fast food chain, used live streaming to promote McCafe in Taiwan.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.

News

GLOBAL: It is often reported that large global brands are losing out to their smaller rivals and that customer loyalty to major brands is in decline, but these are myths unsupported by the evidence, according to a new academic study.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

News

NEW YORK: Netflix, the streaming platform, is leveraging data to help inform content and marketing strategies for its growing slate of original shows and movies.

Case Study

This case study explains how Nescafé, the coffee brand, partnered with Swarm and Foursquare to promote its White Choco Mocha product in Turkey with its #turnyourhomeintoacafe campaign.

Case Study

This case study explains how Reply.ai, a start-up offering chatbot solutions, simplified the chatbot building experience by launching 'BotBot' globally to help businesses build their own chatbot.

Article

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.

Article

Cloud-connected cars are already here and, increasingly, they will be regarded as another digital touch point that marketers can tap into.

Research Paper

This paper highlights how Nestle, the food company, is addressing business questions faced by its Nescafe coffee brand in India, by working with disparate data and inspiring a more rounded solution to market research briefs.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Research Paper

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Opinion

The new iPhone doesn’t just upgrade the smartphone experience but also has the potential to create new ways for brands to connect with the consumers says Ben Phillips, Global Head of Mobile at MediaCom.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).

Article

This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Article

This article looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.