Article
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WARC Best Practice, August 2017
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.
Article
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Vanella Jackson, Market Leader, Quarter 3, 2017, pp. 34-37
This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.
Research Paper
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Robert East, Jenni Romaniuk, Rahul Chawdhary and Mark Uncles, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 321-334
This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.
Article
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Stephen Whiteside, Event Reports, Collision Conference, May 2017
This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.
Article
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Geoffrey Precourt, Event Reports, WFA Global Marketer Week, April 2017
This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.
Article
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Benedetta Crisafulli and Jaywant Singh, Admap, May 2017, pp. 10-12
This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.
Article
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Reed Karaim, Event Reports, Digital Summit Phoenix, February 2017
This event report outlines how Chipotle, the restaurant chain, survived a brand crisis.
Article
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Euromonitor Strategy Briefings, March 2017
This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
Case Study
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Design Business Association, Silver, 2017
This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.
Article
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Euromonitor Profiles, February 2017
This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.
Article
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Euromonitor Profiles, February 2017
This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.
Case Study
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Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2017
This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.
Research Paper
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Wilson Ozuem, Amisha Patel, Kerry E. Howell and Geoff Lancaster, International Journal of Market Research, Vol. 59, No. 1, 2017, pp. 97-116
The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers.
Article
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WARC Best Practice, December 2016
This article explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.
Article
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JC Gonzalez-Hurtado, Admap, December 2016, pp. 17-19
This article examines the trends currently affecting - and profoundly changing - the FMCG industry today, as retailers struggle to get to grips with serving customers in the wake of one of the most challenging economic periods of recent history.
Article
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Ben DeJarnette, Event Reports, Open Mobile Summit, November 2016
This event report outlines how brands can start exploring the opportunities for engagement provided by chatbots, based on insights from Kik, the messaging app.
Research Paper
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Anne Strauss and Sebastian Prassek, ESOMAR, Qualitative, November 2016
This paper examines how Zalando, a European fashion e-commerce company, used qualitative research to investigate and improve its likeability in Nordic countries.
News
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02 November 2016
JAKARTA/SINGAPORE: Unilever invested in a year-long consumer tracking project to monitor core demographics and identify marketing opportunities during Indonesia's economic downturn in 2015, a senior executive at the company has revealed.
Case Study
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WARC Prize for Asian Strategy, Entrant, 2016
This case study shows how Coca-Cola, a carbonated beverages brand, overturned declining sales in Sri Lanka through an interactive campaign.
Article
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Low Lai Chow, Event Reports, QUAL360 APAC, October 2016
The article outlines how Unilever invested in a year-long consumer tracking project to monitor its core target demographics during Indonesia’s 2015 economic downturn, and offers practical advice for marketers.
Case Study
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PMAA Dragons of Asia, Black Dragon, 2016
This case study describes how 7-Eleven Malaysia, a leading Slurpee retailer, ran a 2-day event, BYO Cup Day, that increased sales and awareness through a social campaign that amplified the impact of the on-ground event.
Article
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Andrew Eitelbach, ANA Magazine, August 2016, pp. 17-17
This short article argues that winning loyalty is a different task from winning consumers' hearts and minds; 31% of consumers, according to one study, admitted they could be lured away by cheaper prices elsewhere.
Article
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Euromonitor Profiles, September 2016
This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.
Article
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Oliver Hupp, Admap, September 2016, pp. 34-36
This article relates the findings of two new studies that show penetration to not be the dominant driver of brand growth, and that relationship equity creates the difference in market success.
