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Research Paper

This paper explores how research can have more impact when it is made experiential, enabling insights to be made more memorable and consumer empathy to be increased.

Case Study

This case study describes how PepsiCo used local knowledge of the Egyptian market and everyday life in Egypt as part of its launch for its new affordable energy drink Sting.

Case Study

This case study outlines how A&E Television Networks show, Damien, was advertised at the US's Comic-Con using guerilla marketing tactics to earn media coverage.

Case Study

This case study explains how Cure Brain Cancer, an Australian charity, used a hard-hitting campaign to raise awareness of brain cancer and the needs of brain cancer sufferers.

Case Study

This case study describes how Emirates NBD, a leading United Arab Emirates (UAE) bank, created a giant mobile ATM to communicate to customers the ease of finding its ATMs, and the fact that it has more ATMs than most other banks.

Case Study

This case study describes how Mini, the car manufacturer, attracted new customers by focussing on existing customers and their love for the brand in the UK.

Article

This article examines the state of guerrilla marketing in the world of sports sponsorship. This generally takes the form of either smaller brands trying to afford the glory enjoyed by bigger brands or key competitors aiming to unofficially capitalise on an event's feel-good factor.

Research Paper

Mobile smartphone usage in Canada has grown by double digits over the last five years, with 48% of Canadians using smartphones in March 2012, up from 33% in 2011 (CWTA, 2012).

Case Study

This case study shows how Volkswagen, the automotive company, used co-creation to improve its brand likeability and consideration in China.

Case Study

This campaign, for SF SPCA, a San Francisco-based animal charity, educated Bay Area residents about cruelty at dog breeding facilities through a microsite, online video and guerilla marketing.

Article

This report examines how shoppers and shopping are changing and how retailers should respond. It breaks down the combination of digital technologies, consumer expectations and socio-economic change that is transforming shopping.

Case Study

Although Heineken held the largest share of the Irish Republic's lager market, it was in a declining category and the brand faced challenges due to increased competition and a severe economic recession.

Case Study

Premium automaker Mercedes-Benz found that younger potential customers in Germany lacked a relevant contemporary image of the brand, and were instead attracted to competitor marques which were growing share.

Article

The trends listed in this article are already occurring but will become increasingly significant in 2012.

Case Study

Microsoft needed to promote its Windows 7 operating system to Australian consumers. Noting that the operating system's sharing features were especially attractive to students, it launched a campaign that encouraged students to help promote the product.

Research Paper

In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight.

Research Paper

The revolution in smartphone technology ushered in by the iPhone has created innovative opportunities for marketers to reach consumers via downloadable mobile applications.

Case Study

This paper shows how powerful iconic imagery was used to inject new life into the fragmented and competitive world of taxi insurance.

Case Study

When Missouri shut down a large portion of Interstate 64, St. Louis commuters faced major congestion and headaches.

Case Study

The Melbourne Writers' Festival is one of the city's key cultural events of the year attracting writers and delegates from all round Australia and beyond.

Research Paper

The growing influence of ethnic minorities and convergence of television with other communication technologies raises an important issue: are ethnic viewers different in their television attitudes and degree of technology acceptance and, if so, what are the implications for broadcasters and advertisers? This nationally representative study of 871 adult African-Americans, Latinos, and Caucasians revealed significant ethnic differences in the adoption of communication technologies, television programming preferences, and an established TV-type segmentation.

Case Study

Preem Petroleum is the largest oil company in Sweden, but ongoing petroleum price wars throughout the country meant retail petrol sales profits had fallen to almost nothing.

Case Study

Over the last half century, the Las Vegas Convention & Visitors Authority (LVCVA) established Las Vegas as a tourist destination and a brand representing adult freedom exemplified by its ‘What Happens Here, Stays Here’ (WHHSH) marketing strategy.

Case Study

JetBlue Airways was the brainchild of David Neeleman, an aviation expert. It was Neeleman's third foray into start-up discount airlines; he launched the Salt Lake City, Utah-based Morris Air in the late 1980s and helped to develop WestJet, a Canadian low-fare carrier, in the mid 1990s.

Case Study

In 2002 UAL Corp.'s United Airlines was forced into bankruptcy by years of dwindling profits compounded by the terrorist attacks of September 11, 2001, which left the airline industry in disarray.