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News

LONDON: For a brand to grow, it must understand its target market, become the first brand that people see as they move towards a purchase, and stimulate demand – though not necessarily through advertising – an industry figure has ...

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Case Study

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Case Study

This case study describes how pizza brand Domino's used social media and in-store marketing to launch its Do-minis variant to put pizza onto Iftar tables during Ramadan in Saudi Arabia.

Case Study

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

News

NEW YORK: Marketers and consumers think about short-term sales tactics in different ways, and closing this gap could deliver various strategic advantages for brands, a study published in the Journal of Advertising Research (JAR) has argued.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study explains how Target, the retailer, used a live-broadcast TV ad during the GRAMMYs and social media to engage millions of people at once.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.