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Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Case Study

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

News

LONDON: More than a quarter (28%) of UK consumers chose to spend less with a company or took their business elsewhere last year after they received poor customer service, a new study has revealed.

Article

This article explores various examples where consumer trust has been violated including how this happens and how it can be avoided in the future.

Case Study

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.

Case Study

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Article

This short article looks at Heather LeFevre's 'Brain Surfing: The Top Marketing Strategy Minds in the World'.

Case Study

This case study shows how JSW Steel, a steel brand, became India's highest growing steel brand, overtaking its long-running competitor.

Case Study

This case study describes how LEGOLAND Florida Resort became a must-visit attraction in Orlando by launching a brand new hotel in 2015.

Case Study

This case study explains how Unisys, an IT services and support company, used targeted direct mail and free running shoes to book meetings with executives at American Fortune 500 companies, leading to $100 million in new business.

Case Study

This case study describes how Unilever Cambodia used the deterministic beliefs of many rural Cambodians to showcase 10 of their brands.

Case Study

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Article

This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.

Article

This article aims to lay down firm, comprehensive advice to brands attempting content marketing, arguing that it allows communicators to break rules and step out of comfort zones, but that creators should not stray from the fact that consumers will always choose to experience great content.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

This article reflects on the changing world of work in which stakeholders are demanding greater authenticity from companies.

News

LONDON: In a move that could be viewed as controversial as it is bold, UK financial newspaper City A.M.

Case Study

This case study describes how SmartLife, an NGO for Dubai's labourers in UAE, created Project Akshar (Alphabets) to provide accessible English training for hard-to-reach, time-poor labourers.

Research Paper

This article describes a study that combined real-world location data with online behavioural data in order to measure the value of in-stadium advertising and team sponsorship.

Case Study

This case study describes how Mitie Catering Services (MCS) successfully relaunched as Gather & Gather (G&G) with a new brand positioning and design at its core.

Article

Ben Dansie, CEO and co-founder of the digital agency Omobono, shares the six books that have influenced him the most.