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Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

News

BEIJING: Shifting mindsets among mature Chinese consumers have uncovered huge spending potential, spurred by the rapid growth in the country’s economy.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This event report outlines how POLITICO, the political news provider, is tapping consumer insights to more fully understand its audience at a time of profound change.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Article

This article summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols); they are both techniques used by qualitative researchers to deliver cultural insight.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

News

GLOBAL: Seven out of 10 consumers across eight developed markets believe that virtual reality (VR) and augmented reality (AR) will become mainstream in six key areas – media, education, work, social interaction, tourism and retail.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

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 explains how Rio 2016, the Olympic and Paralympic Games organisers, changed attitudes around disability and generated interest in the Paralympics among Brazilians with a series of videos published on social media.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

Case Study

This case study shows how ArtFund, an arts charity, successfully increased brand awareness and subscriptions by adopting a more commercial branding strategy in the UK.

Case Study

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.

Case Study

This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.