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

Case Study

This case study describes the launch in the UK of Beyond Dark, a new dark chocolate brand, which targeted women with an emotional claim.

Case Study

This case study explains how the Fairtrade Foundation, an independent organisation which encourages fair prices for producers, built a global brand to increase awareness and sales.

Article

This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable.

Article

The author responds to Hugh Davidson's June 2012 article, 'Only consumers can make capitalism work', which identified the distinction between value adding and value extracting as fundamental to marketing.

News

NEW YORK: Amazon, YouTube and Skype are some of the leading "breakaway brands" which have seen dramatic improvements in perception among US consumers, a study has revealed.

News

LONDON: Sustainability issues are playing an increasingly important role in shaping purchase habits, although quality and price retain the lead position, new research has found.

Article

According to ‘Green Buying Behaviour - Global Online Survey’ price and quality are the most important factors in buying decisions but green descriptors are significant, particularly for women.

Article

Guilt has long been used by marketers as an emotional driver.

Case Study

Tate & Lyle, the British ingredients producer, created a limited edition Royal Icing Sugar pack to celebrate the marriage of Prince William and Kate Middleton in 2011.