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Article

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

Case Study

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Research Paper

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.

Case Study

Pfizer Canada Inc., a biopharmaceutical company, created public awareness for metastatic breast cancer by launching a multi-channel campaign in Canada.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Case Study

Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

Case Study

OIKOS, the greek yoghurt brand, positioned itself as the dream snack to increase sales and awareness in Canada, France and the UK.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Article

Ethnographic research can provide qualitative insights to help grow brands, so long as it does not simply become another academic exercise.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

Nutri-Grain, the cereal bar made by The Kellogg Co., responded to a period of limited advertising success by fundamentally rethinking its strategy.

Research Paper

International Flavours & Fragrances (IFF), an American corporation, created 'Real Women of America', an ethnographic research project, to reveal new opportunities for innovation.

Research Paper

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Case Study

Parachute Advansed Body Lotion used a multichannel strategy to completely relaunch its brand in a slowing Indian market.

Article

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Article

This article reviews three real-world cases that have demonstrated positive business impact and ROI achieved by following clearly defined guidelines when using AR and VR.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

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 Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.