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News

LONDON: More than half of UK teenagers aged 16 and over have deliberately bought or deliberately stopped using a brand because of its ethics, new research indicates, but these remain secondary factors in purchasing decisions behind quality and ...

Article

This article argues that it is time to capture quality attention, measure and trade it fairly, and then fill it with content that is entertaining, engaging, educational and enticing.

Article

Discusses how purpose, both internally and externally, can be crucial for organisations within the industry and how best to start implementing it.

Opinion

The Fairtrade movement has helped coffee farmers and its ideas have something to teach the digital marketing industry too, says Nigel Gilbert of AppNexus.

Article

Reveals the results of long-term research that used behavioural science and sales messages to create sales triggers, testing them across the product categories of chocolate, tea and cheese, in three digital environments.

Opinion

Brands are talking about ethics because consumers are increasingly aware – so goes the story. But Wasserman’s Tom Lovegrove wasn’t so sure.

News

LONDON: Oxfam, the charity retailer, has emerged as an unlikely champion of online fashion retail, but reframing its image required a careful strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Wal-Mart Stores Inc, the owner of brands such as Asda and Walmart.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Article

This event report outlines how some leading brands seek to combine making profits with a sense of social responsibility that extends beyond CSR programs.

News

ATLANTA/NEW YORK: Coca-Cola and PepsiCo, the world's biggest cola brands, are both launching innovative initiatives to broaden their appeal to US consumers.

Case Study

This case study explores how JuiceBurst was transformed over three years from being largely unknown to one of the UK's fastest growing beverage brands.

Article

This Speed Read reviews and summarises the book 'Doing Good Better', by William MacAskill.

Article

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

Article

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.

Case Study

This case study describes how a complete re-branding and design overhaul saw Fair Trader, a cooperative model based on selling fairly traded products in the UK, move from loss to profit in just 12 months.

Article

This article argues that many assumptions about word of mouth (WOM) are wrong. Academic researchers with access to limited datasets must be cautious about making generalisations as patterns in WOM vary by category.

Article

This Company Profile from Euromonitor provides key details and analysis of AEON Group, the owner of brands such as Jusco, MaxValu, Talbots and Ministop.

Case Study

This case study describes how Willie's Cacao, a premium chocolate brand in the UK, used a redesign to attract a wider target consumer profile.

Article

This report discusses the growth in private label brands, identifying types of products and market drivers, and giving an overview of private label penetration globally.

Article

This article discusses thought leadership, arguing that it is an under-examined subject, with little academic or journalistic attention despite companies ploughing significant amounts of money into the practice.

Article

This article discusses the Future Foundation's concept of "The Big Lie", the difference between what UK consumers say and what they do.