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Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Gunn Report

Contains the creative for the 'Dark To Light' campaign for Gucci Guilty by the agency MediaCom in the UK.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

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

31% of global spend on luxury items came from China in 2017 – this article outlines how brands can ensure their luxury brand connects with Chinese consumers in the e-commerce age.

News

BERLIN/HANOI: Commercial scents are created in a laboratory but they need to take account of the local context in which they are experienced, as fragrance manufacturer IFF discovered during a global research project.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

Museums are changing their thinking around customer experience, adapting to new considerations of mood, moment, and context.

Article

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

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Case Study

Comfort, a fabric conditioner brand, launched its Comfort Creations Summer Limited Edition in the UK with a striking design to improve sales during the summer season.

Case Study

Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.

News

TORONTO: A campaign by Cossette for SickKids Foundation, a children’s hospital in Toronto that gave donors a ‘winning’ charity to support has won the Grand Prix at the CASSIES Awards, Canada’s only industry awards ...

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

News

NEW YORK: Luxury brands need to invest in brand building if they are to address changes in consumer perceptions and desires, new research suggests.

Article

L'Oréal USA, the beauty company, is leveraging consumer data in nuanced ways as it seeks to engage with a wide range of consumers.

Article

International Flavors & Fragrances Inc, a manufacturer of - among other things - laundry products, needed to reconceptualise its idea of freshness for the Vietnamese market.

Gunn Report

Contains the creative for the 'My Mutant Brain' campaign for Kenzo in France.

Article

Ethnographic research can provide qualitative insights to help grow brands, so long as it does not simply become another academic exercise.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Case Study

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Article

This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.

Article

This Company Profile from Euromonitor provides key details and analysis of Avon Products.