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LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

Article

This article looks at an exciting new entrant into the growing Indian soft drinks market - Paper Boat, a brand launched in 2013, which originally intended to market an energy drink named Tzinga, but instead recreated some of the traditional fruit drinks of the subcontinent as packaged drinks.

Case Study

This case study describes how Horlicks, the malted milk drink - originally from the UK - which is the number one health drink in India, conducted a redesign to future proof its brand.

Article

This article looks at how an Indian brand, Lechal, has come to the forefront of the movement to integrate fashion and technology with its line of interactive haptic footwear.

Case Study

This case study shows how the Royal Bank of Scotland (RBS), a financial services brand, created its own documentary on financial scamming to increase brand trust in Scotland.

Case Study

This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.

Case Study

This case study explains how Huawei, the technology company, used engaging TV ads to increase awareness and consideration.

Case Study

This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

Case Study

This case study describes how Sanlam Financial Services, one of the largest financial services groups in South Africa, successfully created awareness around the importance of saving with the help of a video.

Case Study

This case study explores how 1-800 Contacts, a contact lens retailer, pursued its 'Never Run Out of Contact Lenses' campaign, to recapture its losing share of the market in the US.

Case Study

The case study demonstrates how Durex, a condom maker, created an online campaign to inform consumers in the MENA region of a new product.

Case Study

This case study describes how Kimberly-Clark, the personal care company, promoted its Kleenex tissue brand in the Canadian market.

Article

This article argues that companies that are designed around chasing revenue will not be sustainable but that the companies that will endure are those that successfully deliver upon human needs.

Case Study

This case study explains how the spreads brand Becel was affected by the perception that butter was healthier than margarine; and how new usage occasions for the product rescued declining sales.

Case Study

This case study explores how Miller Lite (ML) reinvigorated its iconic brand in the US by rediscovering its roots and the 1970's ML packaging.