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Article

Success on Amazon, a near-dominant force in retail with designs on advertising budgets, requires understanding what principles underpin the site.

Article

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

News

NEW YORK: Brands hoping to drive consumer interest using endcaps, the display space given to products at the ends of a retail aisle, may benefit from focusing on the back of the store, according to a paper in the Journal of Advertising Research ...

Article

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Nickelodeon, a media enterprise focused on kids, relies on various brand “pillars” in building the strength of its core assets.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Case Study

Cracker brand Ritz boosted sales with a retailer-specific Cinco de Mayo promotion supported by social media in the US.

Research Paper

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

Case Study

Chocolate candy bar Milka Oreo launched in the US with custom programming across three of the country's key retailers.

Article

Walmart, the retailer, is leveraging various new tools and tactics as it adapts to rapid changes taking place in consumer behavior and the technology space alike.

Case Study

Cartoon Network, a cable and satellite television channel, increased local relevance in the African market by introducing South African singer, Toya Delazy, as the fourth PowerPuff Girl.

News

LONDON: US e-commerce specialist Fanatics has signed a kit-manufacturing deal with the UK football team Aston Villa in a move that could signal a major shift in the model of UK sports sponsorship that has seen big brands consolidate around big ...

Article

Most companies say they are innovating, transforming themselves digitally, but it takes risk, commitment and work, say three companies.

News

MOUNTAIN VIEW, CA: YouTube is investing in new formats and new monetization opportunities as well as continuing to tackle brand safety issues, according to its chief executive officer.

News

ATLANTA: Coca-Cola, the global beverages giant, has joined forces with a small but expanding tech start-up, enabling some of its products to be sold to ride-hailing passengers while in transit.

Research Paper

Colgate-Palmolive Company, a consumer products company, used customer relationship management (CRM) to identify strategic in-store touchpoints in Brazil.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Case Study

AEG Powertools, the electrical equipment brand, advertised its new six year warranty scheme through a new tag line and a striking colour palette in Europe.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

Case Study

Pip & Nut, a nut butter brand, designed unconventional packaging for the health foods category in order to stand out from the crowd and show that nut butters can be a healthy snack.