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Article

Global strategies, campaign updates and trends in newspapers.

News

For all that direct-to-consumer (DTC) brands are disrupting categories and rewriting many rules of marketing, it remains the case that DTC brand-building is still fundamentally brand-building, which means the standard principles all still apply.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

Article

Anheuser-Busch, the brewer, has conducted in-depth research into how women perceive and respond to the beer category as it seeks to drive consumption among this audience.

Opinion

We Are Social’s ‘not another trends report’ is a dispatch from the changing social space. CSO, Mobbie Nazir takes us through some of the key trends.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Gillette, the male grooming brand owned by Procter & Gamble, is adapting its marketing to reflect new social realities.

Case Study

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Opinion

Brands are engaging with the concerns and sensitivities of young people and their enhanced ability to countenance their vulnerabilities.

Research Paper

A leading laptop brand captured consumer perceptions in India, Germany, China and the US through an online approach focusing on cultural insights.

Research Paper

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

Research Paper

Suze, the French alcoholic drink, rejuvenated its strategy to reach a younger and more mindful target in France, Switzerland, Germany and the US.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Case Study

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.

Case Study

Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

News

Harry’s Grooming, the US-based DTC shaving brand, has made inroads into the UK market by addressing issues around British masculinity in the 21st century.

Article

Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.

Case Study

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

Case Study

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign, which created a cultural connection and reinforced its Made of More message.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Case Study

Tecate, a beer brand, challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.