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Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

Article

Describes how customer loyalty is a myth and that if brands want to stay relevant then they need to stay useful.

Article

All the necessary factors are in place for social commerce to take off in the Middle East: there is high smartphone penetration and a young population which spends a lot of time on social media.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

Article

Outlines the challenges and opportunities facing Thailand's e-commerce sector in the next two years and how brands can build successful e-commerce initiatives in the country.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

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'.

Article

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.

Article

The declaration that big brands are dying always receives attention, so extensive analyses are used to debunk some myths and outline what strategies make sense for big brands to follow.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

News

SHANGHAI: Starbucks, the US coffee shop chain, has opened a vast new megastore in Shanghai, which includes a range of added features designed to appeal to Chinese consumers, such as an upmarket bakery and augmented reality experiences.

Research Paper

Cancer Research UK increased awareness of the correlation between cancer and obesity by using a multi stage qualitative research process.

Article

It is easy for marketers to get lost in a sea of data but when the right combination of data is designed, integrated and interpreted, the results can be impressive.

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.