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News

BEIJING: As pressure from tariffs increases on Asian companies, the need for meaningful brand differentiation is becoming more important than ever, argues Superunion’s Global CEO, Jim Prior.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Opinion

Here’s what you need to know this week:...

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Case Study

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Case Study

Instappy, an app builder, promoted its software to Indian consumers by creating a campaign that familiarised them with its features.

Article

Brand assets such as logos, slogans and jingles can be extremely powerful, but are often misused or neglected by marketers.

Case Study

GoPro, an action camera brand, made its brand relevant by launching an annual experiential trip for select media in India.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Case Study

Lincoln's Beard Brewing successfully created a brand narrative that increased revenues and resonated in the Miami craft beer market.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

News

NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

News

SYDNEY: Relatively few Australian brands have found global success, in part because of the country’s geographical isolation, but as international competitors look to expand into the Australian market, brands in many categories will have to ...

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Case Study

Wendy's, a chain of fast-food restaurants, successfully increased sales and built awareness for its 'fresh-beef' brand motto in the US by directly engaging and responding to consumers' posts on social media.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

Airbnb, an online marketplace and hospitality service, launched the #UntilWeAllBelong campaign in Australia, which aimed to bring the topic of marriage inequality among the LGBTQI community to the forefront of conversations.

Case Study

A1 Slovenia, a mobile operator, increased brand preference by creating the Bedtime Storytellers campaign, which helped decrease loneliness among elderly people in Slovenia.

Case Study

Euskal Irrati Telebista (EITB) released an app that allowed Spanish users to use their phones to listen in on keywords from current audio news broadcasts and provided them with millions of related news articles from six differing angles.

Case Study

State Farm, an insurance brand, increased brand awareness by launching a CSR multi-channelled campaign that helped US consumers to contribute to social causes through a brand-led volunteering digital directory.

Case Study

HP Inc, an American technology company, created awareness of the dangers of a hacked printer by launching a global episodic film series, entitled The Wolf.