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Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

News

NEW DELHI: Indian travellers are taking advantage of aggressive deals from travel companies, delivering record year-on-year growth.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

News

SINGAPORE: Exports from New Zealand to Singapore and other Asian markets have risen steadily over the past decade, leading a senior public relations executive to believe it is New Zealand's national brand itself that is driving much of the growth.

News

NEW DELHI: A decade after global brands first set their sights on India, a second wave of smaller retailers and brands is poised to enter the country, new data suggests.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Case Study

This case study describes how James Buchanan's, a Diageo-owned scotch whisky brand, redesigned its bottle for the Latin American market, inspired by the brand's rich Scottish history.

News

SINGAPORE: Marketers should avoid bombarding their millennial audiences in Asia with influencer posts and work hard to ensure an authentic tone – or risk turning away the customers that they seek.

Article

This article discusses brand love in the digital age, arguing that although most people do not 'love' brands, driving brand affinity in marketing is still a crucial element in forming long-term relationships.

News

Lush Cosmetics, Unilever and Coca-Cola were among the brands that offered purpose-driven marketers the greatest inspiration during the last 12 months, according to Warc's annual readership data.

Article

This article explains how marketers can harness the power of Instagram and user-generated visual content to create value for their brands.

Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

This article myth-busts common misconceptions about marketing to Asia's millennials, and provides practical advice on brand purpose, user-generated content and developing an influencer strategy.

Article

This article explores how highly regulated brands can produce interesting, surprising, and fresh marketing ideas despite the many restrictions on what can be shown.

Article

This article discusses the barriers to strong brand building in the financial sector, in light of the mistrust and reputational baggage that financial brands struggle with.

News

SYDNEY: Lush Fresh Handmade Cosmetics spends nothing on advertising, and instead uses social media, content marketing and a strong brand purpose to build buzz around its products.

Article

This article covers how Lush Cosmetics uses its strong brand purpose to create relevant and engaging social media content – all while spending zero dollars on advertising.

Article

This article argues that the key to successful personalisation is making customers feel special, and part of that means giving them something without expecting anything in return.

Article

This report investigates the nuances of the halal beauty category in Asia, which is home to more than 60% of the global Muslim population, and offers insight into the psychology of the path to purchase for Muslim women.

Article

In this event report Condé Nast presented seven 'deadly sins' and seven 'golden rules' of magazine publishing.

Article

This article is concerned with studying the concept of 'purpose' and argues that there are three common business purposes: brand purpose, creating value for shareholders and social purpose.

Opinion

This is a guest blog post by Prof. Charles Spence, Head of the Crossmodal Research Laboratory at Oxford University Sensory marketing is big business, and getting bigger.

Article

This article examines the growth of ad-blockers and the bad user-experiences and privacy concerns that fuel their use.

Article

This article lists eight key principles that non-fashion brands can learn from the enigmatic and profitable fashion industry.