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Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

Article

China is leaping ahead in many aspects of tech-driven brand experience, but still lags behind in voice technology.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Case Study

Kraft-Heinz, an American food company, increased its market share in the US by linking its brand to the iconic 1960s show Mad Men.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

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.

Article

Discusses how marketers can hack into perception of the five senses; vision, smell, sound, touch and taste in order to increase brand success and enhance the shopping experience.

News

NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Google, the tech company, believes that building “assistive” brands will be essential as consumer wants and needs change.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

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

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Case Study

To secure sales and visibility, private health insurance DKV Spain ran a successful customer-centric campaign aimed to new parents.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

Case Study

Chocolate brand Ferrero Rocher managed to rebrand itself from a solely romantic love symbol in the Taiwanese market to an everyday gift through a partnership with LINE.