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News

CHICAGO: Walgreens, the drugstore chain, is seeking to become the “most-loved” player in its category, with an emphasis on enhancing its business and driving customer loyalty.

Case Study

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

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Article

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

Article

SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

News

LONDON: In a context of decreasing trust in institutions, new research has revealed that data security is the first driver of trust in brands.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

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

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.