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Article

Delta Airlines, the air carrier, believes that data can play a central role in helping it stand out in a highly competitive category.

Article

CES 2019 delivered a huge amount of buzz around technologies like artificial intelligence (AI), 5G and smart homes, but executives must grasp the nuances at work in each area of technological advancement.

Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Article

Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

Article

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Case Study

eQlibri, a savoury biscuit brand, generated awareness for the brand relaunch and its product improvement in Brazil.

Research Paper

Sanofi Pasteur, the vaccines division of the global pharmaceutical company Sanofi, wanted to find a customer-focused positioning that would work across many markets and customer types, helping it to better connect with customers.

Case Study

Nutrition, health and wellness company Nestlé used a multimedia strategy, spearheaded by interactive HD video, to relaunch its Dancow Excelnutri+ growing-up milk in Indonesia.

Case Study

Low-cost airline easyJet used a radio, online, social media and influencer strategy to drive relevance in Spain.

Case Study

Ride-hailing service Uber created a multimedia campaign with its own 'smart out-of-home' system to grow user levels in Russia.

Article

Singapore’s banks aren’t getting customer experience right – but improvements can be made.

Case Study

Heinz Baked Beanz in Australia executed a multi-channel integrated communications strategy to promote the new sizes of its traditional cans.

Case Study

Pond's, the leading facial skin care brand, increased market share in Indonesia by launching a campaign that educated Indonesian women about the hidden dangers of pollution during their daily train commute.